Simon Gunning, a prominent figure in marketing, has an extensive background leading commercial operations at Virgin Media TV, EMI Music, and the advertising agency BBH. Currently, he serves as the chief executive of the suicide prevention charity Campaign Against Living Miserably (Calm), where he has initiated award-winning campaigns aimed at reaching vulnerable populations. Here, he shares his insights on adapting and innovating in challenging environments.

1. Leverage partnerships and relationships. We focus on collaborating with top experts in their fields to ensure we engage with individuals effectively.

2. Truly understand your audience. Engaging with families and listening to their narratives serves as a powerful motivation to enhance our efforts.

3. Stay flexible and ready to adjust. Have a strategic plan, but remain open to seizing new opportunities as they arise. Being timely and agile allows for significant advancements before others even recognize the potential.

4. Seek insights beyond your industry. Engage with leaders from various sectors, as they too vie for the attention of your audience. This perspective permits you to defy norms and question the existing paradigm.

5. Have courage. Be audacious and challenge traditional practices. Expectations might dictate a certain mindset, but to effectively reach those in need, it is essential to communicate and act unpredictably.

6. Demonstrate that change is achievable. Although the world may appear disheartening at times, do not overlook the positive influence your efforts can have. Illustrate that a better future is attainable.