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Campaign Against Living Miserably Reshapes Suicide Understanding with Largest Ever Initiative

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Teaming up with adam&eveDDB ‘The Last Photo’, CALM’s largest initiative ever, tackles the heart-breaking reality that suicidal doesn’t always look suicidal

Campaign Against Living Miserably Reshapes Suicide Understanding with Largest Ever Initiative

‘The Last Photo’, a national campaign from Campaign Against Living Miserably (CALM) launches today to reshape the UK’s understanding of suicide and equip the entire UK population to save lives.

Created by adam&eveDDB, who launched CALM’s powerful Project 84 about male suicide in 2018, ‘The Last Photo’ marks a new king of campaign for CALM – 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.

On Monday 20th June, 50, 6.5 foot high, unbranded, smiling portraits were installed on London’s busy South Bank area, drawing in passers-by with their depiction of people living what appears to be rich, happy, care-free lives.

Today, the true nature of the experience has been revealed via Philip and Holly on ITV’s This Morning, as we learn that each smiling image is the last photograph of someone who soon after took their own life. Spotlighting the heart-breaking fact that suicidal doesn’t always look suicidal.

Visitors of the exhibition will be guided to learn how they can help save lives, with onsite volunteers directing the public to QR codes that lead to practical toolkits on CALM’s website.

The installation is also supported by a 90-second TVC, that will air on ITV’s This Morning.

Directed by Max Fisher, the film shows a sequence of real home videos of apparently happy people enjoying life – singing to infant children, messing about with mates, and enjoying a day out at the seaside. Towards the end of the spot, titles reveal all are the last videos of people who later died by suicide.

The initiative aims to address the stigma often associated with suicide, with people assuming they know what it looks like - reclusiveness, crying, silence – and if they don't see such traits in someone, they hesitate to intervene. Yet in reality, suicidal behaviour takes many forms. Often people can seem happy just moments before taking their own lives.

Simon Gunning, CEO of CALM, said, “Behind every smile is a tragic story of loss and despair that touches family, friends and communities. We like to thank all the families that contributed to the campaign for their strength and courage in stepping forward and sharing these powerful stories. There has long been a stereotype and stigma surrounding suicide that has held people back from opening up and talking about their feelings, and seeking help when it’s needed. 

At a time of economic and social unrest it's even more important that we put suicide prevention back on the national agenda and come together to take collective action. The Last Photo does exactly that, delivering a massively important message in a hugely creative and engaging way. Working together with our key partners Adam & Eve, This Morning and JCDecaux we are sure this campaign will save lives.”

Matt Jennings, CMO of CALM, added, “It’s a simple idea, that can be shared in different ways across multiple channels, but ultimately we needed to make sure we converted all of the attention into action. It can often be hard to know how someone is feeling, but through this campaign we want to break down the stigma that surrounds suicide, and equip the nation to talk about it. Whether that's around the dinner table, in the pub, the locker room or in parliament, if we can make the conversation inescapable, we can all help to save a life.”

Ant Nelson, executive creative director at adam&eveDDB, said, “While Project 84 put suicide on the national agenda, ‘The Last Photo’ takes the issue a step further by actively empowering the nation to prevent suicides. This is the biggest campaign CALM has launched, and we’re immensely proud to have helped bring it to life.”

125 lives are lost to suicide every week. As the UK’s leading voice for suicide prevention, the Campaign Against Living Miserably (CALM) exists to change this by provoking conversation, running life-saving services, and bringing people together to give or get help when it’s needed.

In 2018, adam&eveDDB and CALM launched Project 84: a gut-punch of a campaign that alerted the world to the alarming number of men who take their lives each week. Since then, 26,000 people in Britain have died by suicide. With the country emerging from two years of lockdowns and entering a crushing cost of living crisis, the outlook looks ominous unless we take collective action. 

The exhibition has been open to the public since Monday 20th June. The true meaning of the campaign will be revealed on Wednesday 22nd June and the installation will run until Sunday 26th June. 

cain&abelDDB, adam&eveDDB’s in house creative production partner, produced the hero film. The Media has been handled by 7Stars. Hope&Glory will handle the consumer PR outreach.

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Core Team

Client: CALM (Campaign Against Living Miserably)

Creative Agency: adam&eveDDB

Project: The Last Photo

First Air Date: 22/06/22

Chief Creative Officer: Richard Brim

Executive Creative Directors: Ant Nelson and Mike Sutherland

Campaign Creative Team: Andy Clough and Richard McGrann

Head of Production: Ben Sharpe and Jack Bayley

Integrated Agency producer: Amy Simmons

Integrated Assistant Producers: Richard Bailey, Scarlett Rudd

Designer: Scott Silvey

Project Manager: Rasha Noronha

Head of Planning: Will Grundy

Senior Planner: James MacAskill

CEO: Tammy Einav

PR: Jemima Monies, Rachel Geraghty, Shehneal Dhaliwal

Business Director: Louis Lunts

Account Director: Rosie Snowball

Account Manager: Lily Barber

Account Executive: Freddie Reeve

Legal: Trine Odin, Tom Campbell


Chief Executive Officer: Simon Gunning

Chief Marketing Officer: Matthew Jennings

Head of Brand and Marketing: Dipika Saggi

Creative Operations Manager: Sarah McGuire

Creative Director: Danny Wright

Service Operations & Research Manager: James Purnell

PR Manager: Shervin Behzadi

Performance Marketing Manager: Aimee Morrison

Ambassador Lead: Harvey Aspell

Communications Officer – Social & Content: Emma O’Sullivan

Art Director: Sam Quinton

Graphic Designer: Tom Allison

Graphic Designer: George Lee

Brand & Campaigns Manager: Chloe Grass-Orkin

Supporter Operations Manager: Sarah Bodenham

Senior Events Manager: Alicia Mackay

TV Production

Director: Max Fisher

DoP: Jim Joliffe

Production: Cain & Abel

Executive Producer: Carmen De Witt

Assistant Producer: Jake Parker

Graphic/Print Production: Gareth Evans

Sound Engineer: Parv Thind, Wave

Sound Engineer: Jeff Smith, Wave

Sound Producer: Beth Tomblin, Wave

Editor: James Rosen c/o Final Cut

Colourist: James Bamford c/o Rascal

Colour Producer: Jai Mhach Durban c/o Rascal

Post: James Ireland c/o Cain & Abel

Motion Graphics: Ed Christie c/o Cain & Abel

Photography Researcher: Sunnah Khan

Research Production: Tim Katz c/o Knucklehead

Film Researchers: Josie Cole & Rebecca Lloyd-Evans c/o Six Minutes

Music Supervisor: James Radford c/o Radford Music

Music Track: “Bring Me Sunshine” performed by Beth McCarthy

Music Produced By: James Radford, Morgan Pochin, Ben Robbins

Music Publisher: Chester Music T/A Campbell Connelly & Co

Exhibition Production

Managing Director: Simon Vaughan c/o Creative Giants

Design Director: Ben Kearns

Event Manager: Victoria Dobrowolska

Producer: Charlotte March

Designer: Alicia Montero

Admin: Patrycja Plociennik

Project Assistant: Sam Williams

Fabrication and Install: Standard8

Location Services: Coinstreet

Retoucher: Georgia Plomer, Jon Webb, Gemma Lawton c/o King henry

Adaptation Production and Supply

Artwork: Dave Callow c/o King Henry

Artwork: Sam Harris c/o King Henry


Account Director: Olivia Sweeting (Persuasion Communications)

Director: Don Ferguson (Hope&Glory PR)

Associate Director: Nicola Burton (Hope&Glory PR)


Head of Strategy: Chris Gilfoy

Strategy Director: Ben Edwards

Commercial Director: Marc Bignell

Website / Digital Team

Digital designer: Mauricio Brandt (C&A), Sam Butler (C&A)

Creative Technology Director: Hash Milhan (C&A)

Digital Producer: Matthew Walker (C&A)

Front End Developer: Jack Christian

Technical QA: Mark Sadler

Genres: People

Categories: Corporate, Social and PSAs, Charity

adam&eveDDB, Wed, 22 Jun 2022 09:54:18 GMT