The One Show
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Category
User-Generated Content
Annual ID
OS23_FI011G
About the Work
Crying, anger, despair. People think they know what suicidal looks like. And in the absence of these signs, they don’t intervene.
With 125 people taking their own lives each week, long-term partners CALM (Campaign Against Living Miserably) and ITV (the UK’s largest commercial TV station) urgently needed to highlight the truth that suicidal doesn’t always look suicidal.
So on the happiest day of the year, we co-created The Last Photo: a hard-hitting campaign that started a vital national conversation and empowered the UK to help prevent suicide.
The campaign featured images of seemingly happy people, but these were in fact the genuine last photos and videos of those who had died by suicide.
Finding content was a painstaking process that required a sensitive and empathetic approach. We spent months talking to the families of those who had died.
Finding them began with CALM’s network, delicately approaching those who had indicated a desire to get involved. We employed industry-leading researchers to approach communities that were reluctant to come forward, given cultural stigmas around suicide.
Their treatment was as important to us as the work itself and their involvement didn’t end with the footage. We assigned a duty of care supervisor to each family who held regular meetings to share progress and craft the campaign together.
Some families expressed that this was the first time they had engaged with their loss. To others it offered closure. This sentiment was expressed by a message sent by one father the night before launch:
“Every aspect of this campaign is so perfectly right. The power of the video is so hard to capture in words. It’s incredible and I’m so proud to be involved in all of this. The tone and approach of this campaign makes me want to put as much physically possible into raising awareness.”
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
adam&eveDDB / London
Design Firm
King Henry / London
PR / Marketing Agency
Hope&Glory / London
Agency In-House Production Company
cain&abelDDB / London
Production Company
Creative Giants / Brighton
Music / Sound Production Company
Radford Music / London
Wave Studios / London
Post Production Company
Final Cut / London
Media Distribution Company
the7stars / London
Chief Creative Officer
Richard Brim
Creative Director
Andy Clough
Richard McGrann
Designer
Scott Silvey
Director
Max Fisher
Executive Creative Director
Ant Nelson
Mike Sutherland
Music Supervisor
James Radford
Producer
Amy Simmons
Project Manager
Rasha Noronha
account director
Rosie Snowball
Account executive
Freddie Reeve
Account Manager
Lily Barber
Business Director
Louis Lunts
Head of Planning
Will Grundy
Joint Head of Production
Ben Sharpe
Jack Bayley
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