CALM - "The last photo"

adam&eveDDB

adam&eveDDB London, United Kingdom

Awards

4203

This ad is part of the ACT Responsible Collection

Brand: CALM
Country: United Kingdom

Advertiser: Campaign Against Living Miserably (CALM)

Title	The last photo
Brief	We needed to make suicide and suicide prevention a national conversation again.We created an exhibition on London’s South Bank of 50 smiling faces which, initially, had no reference to CALM. On launch day we revealed – live on This Morning – that each was the last photo of someone who later took their own lives.There were over 800 pieces of coverage delivering over 1 billion Opportunities to See through editorial coverage alone. The activity reached over 90% of the UK population and 60% of people asked understood the message to be that “The signs of suicide aren’t always obvious”.
Agency	adam&eveDDB
Campaign	The Last Photo
Advertiser	Campaign Against Living Miserably (CALM)
Brand	CALM
Date of First Broadcast/Publication	2022 / 6
Business Sector	Charities, Foundations, Volunteers
Tagline	Suicidal doesn't always looks suicidal
Story	50 smiling portraits were unveiled on London’s busy South Bank, while ITV broadcast the heartbreaking truth that these portraits were in fact the last photos of people who died by suicide. The campaign kickstarted a national conversation about the true nature of suicide, achieving 1.6 billion impressions, triggering a rise in online conversations around suicide rose by 33%.
Media Type	Case Study
Length	120 seconds
Sound	Wave Studios
Editing Company	Final Cut
Colorization	Rascal
Executive Creative Director	Mike Sutherland
Audio Engineer	Jeff Smith
Music Supervision	James Radford
Designer	Scott Silvey
Creative Team	Andy Clough
Creative Team	Richard McGrann
Chief Creative Officer	Richard Brim
Head of Production	Jack Bayley
Colorist	James Bamford
Head of Production	Ben Sharpe
Executive Creative Director	Ant Nelson
Director	Max Fisher
Assistant Integrated Producer	Richard Bailey
Motion Graphics	Ed Christie
DP	Jim Joliffe
Post Production	James Ireland
Editor	James Rosen
Assistant Producer	Jake Parker
Sound Producer	Beth Tomblin
Integrated Producer	Amy Simmons
Assistant Integrated Producer	Scarlett Rudd
Executive Producer	Carmen De Witt
Audio Engineer	Parve Thind
Color Producer	Jai Mhach Durban
Music Producer	Morgan Pochin
Music Producer	Ben Robbins
Production Company	Cain&Abel
Music	Radford Music
Music Publishing	Chester Music
Music Publishing	Campbell Connelly & Co
Press Relations	Hope & Glory