The Last Photo

Agency: Hope&Glory and adam&eveDDB
Client: CALM

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”.