The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Print & Promotional

The Last Photo

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

Client CALM + ITV


Posters / Series

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. 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: 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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