Suicide claims the lives of over 6,000 British men and women every year, and is the single biggest killer of men under 45. An artwork called Project 84 highlights the fact that an average 84 men in the UK take their lives every week. The sculptures, of anonymous men with hoodies tied tight around their faces, were installed on the roof of ITV’s ‘This Morning’ studio on 26 March and were created with the support of bereaved family members. They were designed to give pause for thought to those passing by on the street below. Some viewers branded the artwork 'insensitive' and 'disturbing'. ITV’s backing of the artwork is designed to initiate conversations around male suicide and the need for better suicide prevention and bereavement support.