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ANDY Awards

Creative Award
New York, United States
CALM - "125 and 61" by ANDY Awards 2023

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Title125 and 61
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 billboard campaign by CALM on London’s South Bank features 50 portraits, each depicting a smiling individual. These images are starkly juxtaposed against the reality that they represent the last photographs of individuals who died by suicide. Designed by the agency adam&eveDDB, this powerful display is part of a broader effort to ignite a national dialogue regarding suicide, emphasizing that those who are suicidal may not outwardly appear distressed. The campaign successfully achieved widespread recognition, with the message resonating across platforms, reaching approximately 1.6 billion impressions. People hold signs stating '125 lives are lost every week to suicide' and '61% of people would struggle to tell if someone they knew felt suicidal,' confronting viewers with sobering statistics. Surrounded by greenery and vibrant city life, the setting conveys the theme that mental health crises often go undetected. The visual presentation is modern and emotive, aiming to challenge societal perceptions and encourage openness in discussing mental health.
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