CALM’s ‘The Last Photo’ shocked Londoners with heartbreaking portraits on the South Bank

“The Last Photo,” a suicide awareness campaign from charity CALM (Campaign Against Living Miserably), broadcaster ITV and agency adam&eveDDB, began as a curious out-of-home teaser campaign on London’s South Bank on June 20, 2022. See all of Ad Age's 2023 Creativity Award winners here That morning, 50 smiling portraits appeared out of nowhere, apparently showing a group of people at their happiest. But two days later, a sobering truth was revealed—the images turned out to be the final photos of 50 people who had taken their own lives. The level of emotion in the campaign impressed the Creativity Awards jurors, particularly for a static medium such as OOH. “I walked past it on the South Bank—it was huge, and it was the center of that whole campaign,” said one juror. “We’re always looking these days to be moved and inspired by something that’s not traditional film. This just transcended the medium. And what an important message to get out.” Some 125 people commit suicide in the U.K. every week, a problem that’s only gotten worse through pandemic lockdowns and the country’s recent cost-of-living crisis. Post-campaign, CALM noted a 33% increase in conversations mentioning suicide, and received 400% more donations year over year. The campaign also won Idea of the Year and Best Work for Good: Brand at this year’s Creativity Awards. See all the 2023 Ad Age Creativity Awards winners.

CALM’s ‘The Last Photo’ shocked Londoners with heartbreaking portraits on the South Bank

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