A new podcast initiative is aiming to transform audience engagement into direct support for mental health charity Campaign Against Living Miserably, known as CALM.
Launching today, 1 July, the Play It Forward campaign is the creation of Will Jones, host of The Encore Club podcast.
Rather than asking for financial donations, the campaign encourages listeners and viewers to contribute by following, subscribing, listening, watching or sharing content from the podcast and its associated platforms.
Each action taken by supporters helps to grow The Encore Club’s audience. As the audience expands, so does the advertising revenue generated by the podcast.
Will has pledged that 100% of eligible advertising revenue from The Encore Club throughout 2027 will be donated to CALM.
The campaign is rooted in Will’s personal experience, following the death of his father after a long struggle with addiction and mental health issues.
Will explained: “After losing my dad, I wanted to create something that allowed anyone to help, regardless of their financial circumstances. Not everyone can afford to donate money, but almost everyone can spare a follow, a listen, a watch or a share.
“Play It Forward is built on a simple belief: attention has value. If enough people come together and donate a little attention, that value can become meaningful support for a charity that helps save lives.”
The Encore Club podcast features a range of guests from the music and entertainment industries, including members of Three Days Grace, comedian Matt Richardson, and creators such as Lorena Abreu and Seth Davis.
Each episode invites guests to design their dream concert while sharing personal stories that have shaped their lives.
By leveraging the collective attention of its audience, the campaign intends to provide ongoing support to CALM’s work in mental health and suicide prevention, without placing a financial burden on supporters.
Find out more about the campaign by visiting theencoreclub.net/playitforward.
