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ANDY Awards

Creative Award
New York, United States
CALM - "Richard 30" by ANDY Awards 2023

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TitleRichard 30
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 advertisement features a series of smiling portraits displayed prominently on billboards along London's South Bank. The juxtaposition of the serene faces, each with an evident smile, and the surrounding urban environment emphasizes the stark contrast between appearances and reality. Each portrait in the series represents an individual who tragically died by suicide, highlighting how outward appearances can be deceiving. The campaign powerfully engages passersby, encouraging a national discourse around the often-misunderstood nature of suicide. The visual impact is intensified by the scale of the display and its public setting, driving home the message that mental health issues can affect anyone, regardless of their outward demeanor. The aim is to raise awareness, empathy, and understanding within the community, urging people to look beyond the surface and engage in meaningful dialogues about mental health.
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