CALM x ITV - The Last Photo (case study) Film Grand Prix at the Cannes Lions 2023

People think they know what ‘suicidal’ looks like: crying, anger, despair. In the absence of these signs, nobody intervenes. With 125 people taking their own lives each week, long-term partners Campaign Against Living Miserably (CALM) and ITV, the UK’s largest commercial TV station, urgently needed to highlight the fact that ‘suicidal’ doesn’t always manifest the way people expect. So on the happiest day of the year, adam&eveDDB worked with them to created The Last Photo, a hard-hitting campaign that started a vital national conversation and empowered the UK to help prevent suicide. ‘The Last Photo’, a new kind of national campaign for CALM (Campaign Against Living Miserably), by not only raising awareness of a misunderstood aspect of suicidal behaviour, but also equipping the nation to help prevent suicide, even when the so-called ‘signs’ are invisible. AWARDS Cannes Lions 2023 - Film Grand Prix - Shortlist in the Titanium category - 1 Gold, 1 Silver, 1 Bronze in Bra