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ANDY Awards

Creative Award
New York, United States
CALM - "The Last Photo" by ANDY Awards 2023

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TitleThe Last Photo
Agency
Campaign The Last Photo
Advertiser Campaign Against Living Miserably (CALM)
Brand CALM
Date of First Broadcast/Publication 2022 / 6
Business Sector Charities, Foundations, Volunteers
Story 50 smiling portraits were unveiled on London’s busy South Bank, while ITV broadcast the heartbreaking truth that these portraits were in fact the last photos of people who died by suicide. The campaign kickstarted a national conversation about the true nature of suicide, achieving 1.6 billion impressions, triggering a rise in online conversations around suicide rose by 33%.
Media Type Digital
Length
Soundtrack “Bring Me Sunshine” by Beth McCarthy
AI Description The ad begins with heartwarming home videos showcasing smiling individuals and families engaging in joyful moments. Set to a nostalgic soundtrack, the visual imagery exudes happiness and warmth. Various clips of children playing, people driving, engaging in daily life activities, and enjoying nature are depicted. Suddenly, the screen displays a powerful message revealing these were the last videos of people who took their own lives. This revelation shifts the tone to a poignant reminder, highlighting that outward appearances of joy can mask inner turmoil. The ad closes with a call to action: "Find out how you could help save a life," urging viewers to engage in meaningful conversations around mental health and suicide prevention. Produced by Campaign Against Living Miserably (CALM), the ad utilizes a strikingly emotional contrast to convey a serious message, encouraging viewers to look beyond the surface and promote awareness and understanding.
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