Wed, 22 Jun 2022 09:54:18 GMT
‘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.view more - Creative
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
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
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
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
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
Categories: Corporate, Social and PSAs, Charityadam&eveDDB, Wed, 22 Jun 2022 09:54:18 GMT