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ANDY Awards

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

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TitlePhotos
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 Outdoor/Out of Home
AI Description The ad features a series of smiling portraits displayed on a billboard in an underground station. These images depict individuals who appear happy and content. However, the stark message below reveals these are their last photos before taking their own lives. The campaign is set in London's Southbank and aims to highlight that the face of suicidal thoughts is often hidden behind smiles. This powerful visual representation calls for a deeper conversation on mental health, aiming to shatter the misconception that suicidal thoughts are always visible, thereby fostering understanding and compassion among the public.
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