People think they know what ‘suicidal’ looks like: crying, anger, despair. In the absence of these signs, nobody intervenes.

With 125 people taking their own lives each week, long-term partners Campaign Against Living Miserably (CALM) and ITV, the UK’s largest commercial TV station, urgently needed to highlight the fact that ‘suicidal’ doesn’t always manifest the way people expect.

So on the happiest day of the year, adam&eveDDB worked with them to created The Last Photo, a hard-hitting campaign that started a vital national conversation and empowered the UK to help prevent suicide.

‘The Last Photo’, a new kind of national campaign for CALM (Campaign Against Living Miserably), by not only raising awareness of a misunderstood aspect of suicidal behaviour, but also equipping the nation to help prevent suicide, even when the so-called ‘signs’ are invisible.



Cannes Lions 2023

– Shortlist in the Titanium category

D&AD 2023

– Yellow Pencil / Film – Yellow Pencil / Media

– Yellow Pencil / Press & Outdoor

– Graphite Pencil / Experiential

– Graphite Pencil / Integrated

– Graphite Pencil / Integrated

– Graphite Pencil / PR

– Wood Pencil / Film

– Wood Pencil / Press & Outdoor

– Wood Pencil / Direction

– Wood Pencil / Impact



Client: CALM (Campaign Against Living Miserably) and ITV.

Creative Agency: adam&eveDDB.

Project: The Last Photo. Chief Creative Officer: Richard Brim. Executive Creative Directors: Ant Nelson and Mike Sutherland. Campaign Creative Team: Andy Clough and Richard McGrann. Head of Production: Ben Sharpe and Jack Bayley. Integrated Agency producer: Amy Simmons. Integrated Assistant Producers: Richard Bailey, Scarlett Rudd. Designer: Scott Silvey. Project Manager: Rasha Noronha. Head of Planning: Will Grundy. Senior Planner: James MacAskill. CEO: Tammy Einav. PR: Jemima Monies, Rachel Geraghty, Shehneal Dhaliwal. Business Director: Louis Lunts. Account Director: Rosie Snowball. Account Manager: Lily Barber. Account Executive: Freddie Reeve. Legal: Trine Odin, Tom Campbell. Clients Chief Executive Officer: Simon Gunning. Chief Marketing Officer: Matthew Jennings. Head of Brand and Marketing: Dipika Saggi. Creative Operations Manager: Sarah McGuire. Creative Director: Danny Wright. Service Operations & Research Manager: James Purnell. PR Manager: Shervin Behzadi. Performance Marketing Manager: Aimee Morrison. Ambassador Lead: Harvey Aspell. Communications Officer – Social & Content: Emma O’Sullivan. Art Director: Sam Quinton. Graphic Designer: Tom Allison. Graphic Designer: George Lee. Brand & Campaigns Manager: Chloe Grass-Orkin. Supporter Operations Manager: Sarah Bodenham. Senior Events Manager: Alicia Mackay. TV Production Director: Max Fisher. DoP: Jim Joliffe. Production: Cain & Abel. Executive Producer: Carmen De Witt. Assistant Producer: Jake Parker. Graphic/Print Production: Gareth Evans. Sound Engineer – Parv Thind, Wave. Sound Engineer – Jeff Smith, Wave. Sound Producer – Beth Tomblin, Wave. Editor: James Rosen c/o Final Cut. Colourist: James Bamford c/o Rascal Colour. Producer: Jai Mhach Durban c/o Rascal. Post: James Ireland c/o Cain & Abel. Motion Graphics: Ed Christie c/o Cain & Abel. Photography Researcher: Sunnah Khan. Research Production: Tim Katz c/o Knucklehead. Film Researchers: Josie Cole & Rebecca Lloyd-Evans c/o Six Minutes. Music Supervisor: James Radford c/o Radford Music. Music Track: “Bring Me Sunshine” performed by Beth McCarthy Musi. Produced By: James Radford, Morgan Pochin, Ben Robbins. Music Publisher: Chester Music T/A Campbell Connelly & Co. Exhibition Production Managing Director: Simon Vaughan c/o Creative Giants. Design Director: Ben Kearns. Event Manager: Victoria Dobrowolska. Producer: Charlotte March. Designer: Alicia Montero. Admin: Patrycja Plociennik. Project Assistant: Sam Williams. Fabrication and Install: Standard8. Location Services: Coinstreet. Retoucher: Georgia Plomer, Jon Webb, Gemma Lawton c/o King henry. Adaptation Production and Supply Artwork: Dave Callow c/o King Henry. Artwork: Sam Harris c/o King Henry. PR Account Director: Olivia Sweeting (Persuasion Communications). Director: Don Ferguson (Hope&Glory PR). Associate Director: Nicola Burton (Hope&Glory PR). Media Head of Strategy: Chris Gilfoy. Strategy Director: Ben Edwards. Commercial Director: Marc Bignell. Website / Digital Team Digital designer: Mauricio Brandt (C&A), Sam Butler (C&A). Creative Technology Director: Hash Milhan (C&A). Digital Producer: Matthew Walker (C&A). Front End Developer: Jack Christian. Technical QA: Mark Sadler.

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