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ANDY Awards

Creative Award
New York, United States
CALM - "125 lives" by ANDY Awards 2023

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Title125 lives
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 campaign titled "125 lives" by CALM, undertaken by the agency adam&eveDDB in 2022, showcases a collection of last portraits of individuals who died by suicide. Located along London's South Bank, the powerful billboard display highlights the discrepancy between appearance and reality, as the subjects all appear smiling and content, yet tragically represent the 125 lives lost each week to suicide in the UK. A man is shown holding a sign that reads, "125 lives are lost every week to suicide," urging viewers to acknowledge the often hidden nature of suicidal thoughts and feelings. The campaign effectively catalyzed a national dialogue, prompting increased discussions and raising awareness about the critical issue of suicide, achieving significant media impressions and impact.
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