The One Show
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Category
Television & VOD / Over 60 Seconds - Single
Annual ID
OS23_FI030B
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.
At the heart of the campaign was a film that showed happy, smiling people in their personal home videos. Once the film neared its conclusion, a title revealed that the clips were all the last videos of people who had died by suicide to demonstrate that “Suicidal doesn’t look suicidal”.
We spent months talking to the families of people who died by suicide, finding the last films that captured their lives. This process was as painstaking as it was heartbreaking, requiring an empathetic approach throughout.
Everything from the music choice to the grade of the film required sensitivity. Our aim was to make an intimate piece which brought us close to our seemingly happy cast - making the viewer feel like they knew these people, adding weight to the reveal that they are now gone.
Everything from the extra material was filmed to the edit choices and music added to a lightness of touch which drove a personal connection to the story.
We launched the film live on ITV’s This Morning. Not only did this add reach, it also allowed us to surround the film with an honest conversation about the nature of suicide.
At the end of the film, viewers are directed to CALM’s website to discover practical tools that will help them prevent suicide themselves.
2023 Awards
Total Points: 9
Bronze 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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