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2023 One Show - Public Relations

The Last Photo

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

Client CALM + ITV


Integrated PR 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. With zero budget for paid media, every aspect of this campaign was designed to deliver maximum earned reach. Two days before the campaign launch, we unveiled a huge installation of 50 smiling portraits on London’s iconic South Bank – with no mention of CALM, ITV or suicide. Visitors saw people living what appeared to be rich, happy lives. This generated an enormous amount of intrigue across social media. Two days later, on the happiest day of the year, the press were invited to the official launch of the campaign, when the shocking true nature of the experience was revealed. These were the genuine last photos of people who later died by suicide. The families of those featured were invited to the launch alongside CALM’s celebrity ambassadors, providing live interviews to further explain their direct experience with suicide. This further amplified the reach of the conversation. ITV broadcast this launch to millions of people live on This Morning, the UK’s most popular morning show. This kickstarted huge coverage across the British and international press, even leading a live broadcast the following day on BBC Breakfast - ITV’s main competitor. The campaign received 750 pieces of coverage and generated the largest-ever conversation about suicide across social media, including a 24 hour period when the campaign film was the most-discussed video on Reddit globally.

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

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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