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ANDY Awards

Creative Award
New York, United States
CALM - "The Last Photo (Board)" by ANDY Awards 2023

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TitleThe Last Photo (Board)
Agency
Campaign The Last Photo
Advertiser Campaign Against Living Miserably (CALM)
Brand CALM
Date of First Broadcast/Publication 2022 / 7
Business Sector Institutional/Public Interest/Non-Profit Org.
Story We needed to make suicide and suicide prevention a national conversation again.We created an exhibition on London’s South Bank of 50 smiling faces which, initially, had no reference to CALM. On launch day we revealed – live on This Morning – that each was the last photo of someone who later took their own lives.There were over 800 pieces of coverage delivering over 1 billion Opportunities to See through editorial coverage alone. The activity reached over 90% of the UK population and 60% of people asked understood the message to be that “The signs of suicide aren’t always obvious”.
Problem CALM is a UK-based suicide-prevention charity.
Media Type Case Study