CALM
The Last Photo

adam&eveDDB
KingHenry: Design / Retouching

The Last Photo represents a new kind of campaign for CALM: not just raising awareness, but also empowering the public to help by tackling a deeply held misunderstanding about suicidal behaviour.

The campaign unveiled a huge installation of 50 unbranded, smiling portraits on London’s South Bank. At the end of the visit, the true nature of the experience is revealed: these are the last photos of people who soon after took their own lives. The heart-breaking reality that suicidal doesn’t always look suicidal. The work was built in close collaboration with the families of those featured and has a huge media presence through TV, OOH, press and online content.