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2023 One Show - Health & Wellness

The Last Photo

Agency adam&eveDDB / London + the7stars / London + Hope&Glory / London + cain&abelDDB / London

Client CALM + ITV


Integrated Campaign

Annual ID


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.

2023 Awards

Total Points: 21



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


Scott Silvey


Max Fisher

Executive Creative Director

Ant Nelson
Mike Sutherland

Music Supervisor

James Radford


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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