The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Brand Partnerships
Annual ID
OS23_PR020S
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 combination of ITV’s world-leading broadcasting with CALM’s leadership on suicide prevention was key to the co-development of The Last Photo. Having worked closely together since 2018, the strength of the brand partnership was clear to see at every stage of the campaign.
Harnessing the power of its flagship daytime programming and exceptional pool of talent, ITV launched the exhibition reveal alongside the TV commercial to millions of viewers live on This Morning.
This triggered a sequence of further TV content, including interviews with CALM’s ambassadors and a live phone-in with viewers discussing their concerns with CALM experts.
During each piece, ITV viewers were directed to CALM’s website where they could further engage with the stories of those featured and discover practical tools to help prevent suicide themselves.
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
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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