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Category
Integrated Campaign
Annual ID
OS23_HW016S
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.
It began with a live exhibition featuring the last photos of people who later died by suicide. CALM professionals were present, while QR codes at the exhibition drove people to a landing page featuring the full stories of those featured, recorded from interviews with their families.
Beyond the event, these photos formed a national print campaign. Each execution showed one of the seemingly happy people, with the simple fact that it was taken a matter of days before they died.
Further amplification came in a film that showed happy, smiling people in their personal home videos. An end frame revealed these were their last videos, proving that “suicidal doesn’t look suicidal”. Shorter form versions of this film were repurposed for a suite of social content.
A huge PR push focused on the families of those featured as well as CALM’s celebrity ambassadors, providing live interviews to further explain their direct experience with suicide.
Meanwhile, ITV harnessed the power of its flagship daytime programming and exceptional pool of talent to broadcast the campaign elements to millions of viewers live on This Morning.
Across every touchpoint, the campaign led visitors to discover practical tools to help prevent suicide themselves on CALM’s website.
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.
It began with a live exhibition featuring the last photos of people who later died by suicide. CALM professionals were present, while QR codes at the exhibition drove people to a landing page featuring the full stories of those featured, recorded from interviews with their families.
Beyond the event, these photos formed a national print campaign. Each execution showed one of the seemingly happy people, with the simple fact that it was taken a matter of days before they died.
Further amplification came in a film that showed happy, smiling people in their personal home videos. An end frame revealed these were their last videos, proving that “suicidal doesn’t look suicidal”. Shorter form versions of this film were repurposed for a suite of social content.
A huge PR push focused on the families of those featured as well as CALM’s celebrity ambassadors, providing live interviews to further explain their direct experience with suicide.
Meanwhile, ITV harnessed the power of its flagship daytime programming and exceptional pool of talent to broadcast the campaign elements to millions of viewers live on This Morning.
Across every touchpoint, the campaign led visitors to discover practical tools to help prevent suicide themselves on CALM’s website.
2023 Awards
Total Points: 21
Silver 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
Smuggler / London
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
Account Director
Rosie Snowball
Account Executive
Freddie Reeve
Project Manager
Rasha Noronha
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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