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ANDY Awards

Creative Award
New York, United States
CALM - "Girl 21" by ANDY Awards 2023

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TitleGirl 21
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
Tagline Suicidal doesn't always looks suicidal
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 Billboard
AI Description The ad features a series of 50 smiling portraits set up along London’s South Bank, with each image capturing the vibrant smiles of different individuals. Yet, the focus is on the heart-wrenching truth behind these images, as revealed by an accompanying broadcast on ITV. These are the last photographs of people who tragically died by suicide. By juxtaposing the images with the reality of their stories, the ad aims to challenge perceptions of what it means to look 'suicidal' and calls attention to the need for open discussions on mental health. The campaign successfully initiates national conversations, reflecting on the pressures and unseen struggles of individuals, and fosters an environment conducive to empathy and understanding.
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