The One Show
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Category
Newspaper / Series
Annual ID
OS23_PT003G
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 campaign launched with the Last Photo exhibition on London’s South Bank, featuring 50 images of seemingly happy people. It was later revealed that they were the last photos taken before they died by suicide.
On the day the true nature of the posters was revealed, we launched a national print campaign. Each execution showed one of the seemingly happy people from the exhibition, with the simple fact that it was taken a matter of days before they died.
Everything from the design to the copy of the print campaign called for sensitivity. Our aim was to distill the facts of each story in their simplest form, putting all focus on the photos themselves.
The work didn’t need a clever headline. It needed the essential information to understand the truth of each photo, alongside a simple yet hopeful call to action.
This call to action directed people to CALM’s website, where they could further engage with the stories of those featured and discover practical tools to help prevent suicide themselves.
We spent months talking to the families of people who died by suicide, finding the last photos that captured them as their families remembered. This process was as painstaking as it was heartbreaking, requiring a sensitive and empathetic approach throughout.
2023 Awards
Total Points: 45
Gold 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
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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