Supporting CALM, adam&eveDDB and ITV in creating “The Last Photo” exhibition on London’s Southbank – a poignant outdoor gallery displaying smiling photos taken in the last days of 50 people’s lives in the UK.
Unveiled by Strictly Come Dancing’s Shirley Ballas, whose brother’s photo features in the campaign, along with reality TV stars and CALM ambassadors Jamie Laing and Amber Gill to show the stark and often misunderstood aspects of suicidal behaviour. Sending the message that suicide doesn’t always look suicidal.
Aiming to equip the nation with the tools they need to help prevent suicide to combat the stark reality that although 125 people a week die by suicide in the UK, as many as 61% would struggle to tell if someone they knew felt suicidal.
Announcing the story with commissioned research, talent interviews, photography, influencer and social support that created a wave of awareness, we landed blanket national coverage, with stand-out pieces across The Independent, The Metro, The Daily Mirror, The Daily Express, The Telegraph in print.
We also generated a raft of regionals and consumer media including The Evening Standard, Cosmo, Grazia and Joe.com the likes of and broadcasts, including a segment on This Morning followed by the CALM advert.
Every piece of coverage, content and image caption directing people to CALM’s website, compelling people to talk more openly or seek-out support via the helpline and front-line care.