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ANDY Awards

Creative Award
New York, United States
CALM - "61% of people" by ANDY Awards 2023

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Title61% of people
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 an impactful installation on London's South Bank, showcasing a series of smiling portraits that initially suggest happiness. However, the campaign reveals a poignant truth: these are the last photos of individuals who died by suicide. The ad captures the stark contrast between the smiling images and the grave message, highlighting the stigma surrounding mental health. The aim is to spark conversation and raise awareness, encouraging people to recognize signs of mental distress often hidden behind smiling faces. The surrounding environment is urban, connecting the public display to everyday life and making the message more relatable and urgent.
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