| Titre | The last photo |
| Brief | 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”. |
| Agence | adam&eveDDB |
| Campagne | The Last Photo |
| Annonceur | Campaign Against Living Miserably (CALM) |
| Marque | CALM |
| Date de première diffusion/publication | 2022 / 6 |
| Secteur d'activité | Associations caritatives, fondations, volontariat |
| Slogan | Suicidal doesn't always looks suicidal |
| Synopsis | 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%. |
| Type de média | Etude de cas |
| Longueur | |
| Son | Wave Studios |
| Montage | Final Cut |
| Colorisation | Rascal |
| Directeur de la création | Mike Sutherland |
| Ingénieur du son | Jeff Smith |
| Music Supervision | James Radford |
| Designer | Scott Silvey |
| Equipe créative | Andy Clough |
| Equipe créative | Richard McGrann |
| Responsable de la création | Richard Brim |
| Responsable de la production | Jack Bayley |
| Coloriste | James Bamford |
| Responsable de la production | Ben Sharpe |
| Directeur de la création | Ant Nelson |
| Réalisateur | Max Fisher |
| Assistant Integrated Producer | Richard Bailey |
| Motion Graphics | Ed Christie |
| DP | Jim Joliffe |
| Post production | James Ireland |
| Monteur | James Rosen |
| Assistant Producer | Jake Parker |
| Producteur son | Beth Tomblin |
| Integrated Producer | Amy Simmons |
| Assistant Integrated Producer | Scarlett Rudd |
| Producteur exécutif | Carmen De Witt |
| Ingénieur du son | Parve Thind |
| Color Producer | Jai Mhach Durban |
| Producteur musical | Morgan Pochin |
| Producteur musical | Ben Robbins |
| Maison de production | Cain&Abel |
| Musique | Radford Music |
| Music Publishing | Chester Music |
| Music Publishing | Campbell Connelly & Co |
| Press Relations | Hope & Glory |
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