Campaign Against Living Miserably (CALM) might sound like a Smiths song but, sorry Morrisey fans, it is way more important than that and so is its cause, with the organisation’s latest campaign designed to reshape the UK’s understanding of suicide, which claims 125 lives every week.
Created by Adam & Eve DDB, “The Last Photo” marks a new strategy 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.
In 2018, the agency and CALM launched Project 84: a campaign that alerted the world to the alarming number of men who take their lives each week.
Since then, 26,000 people in Britain have died by suicide. With the country emerging from two years of lockdowns and entering a crushing cost of living crisis, the outlook looks ominous unless collective action is taken.
So, earlier this week, 50, 6.5ft unbranded, smiling portraits were installed on London’s South Bank, drawing in passers-by with their depiction of people living what appears to be rich, happy, care-free lives.
Now, the true nature of the experience has been revealed on ITV’s This Morning, as we learn that each smiling image is the last photograph of someone who soon after took their own life; highlighting the heart-breaking fact that suicidal doesn’t always look suicidal.
Visitors of the exhibition will be guided to learn how they can help save lives, with onsite volunteers directing the public to QR codes that lead to practical toolkits on CALM’s website.
The installation is also supported by a 90-second TV ad, airing during This Morning.
Directed by Max Fisher, the film shows a sequence of real home videos of apparently happy people enjoying life – singing to infant children, messing about with mates, and enjoying a day out at the seaside. Towards the end of the spot, titles reveal all are the last videos of people who later died by suicide.
The initiative aims to address the stigma often associated with suicide, with people assuming they know what it looks like – reclusiveness, crying, silence – and if they don’t see such traits in someone, they hesitate to intervene. Yet, in reality, suicidal behaviour takes many forms. Often people can seem happy just moments before taking their own lives.
CALM chief executive Simon Gunning said: “Behind every smile is a tragic story of loss and despair that touches family, friends and communities. We like to thank all the families that contributed to the campaign for their strength and courage in stepping forward and sharing these powerful stories. There has long been a stereotype and stigma surrounding suicide that has held people back from opening up and talking about their feelings, and seeking help when it’s needed.
“At a time of economic and social unrest it’s even more important that we put suicide prevention back on the national agenda and come together to take collective action. The Last Photo does exactly that, delivering a massively important message in a hugely creative and engaging way. Working together with our key partners Adam & Eve, This Morning and JCDecaux we are sure this campaign will save lives.”
Adam & Eve DDB executive creative director Ant Nelson added: “While Project 84 put suicide on the national agenda, ‘The Last Photo’ takes the issue a step further by actively empowering the nation to prevent suicides. This is the biggest campaign CALM has launched, and we’re immensely proud to have helped bring it to life.”
So, what is the consensus around the Decision Marketing office?
Well, anything that raises awareness – and funds – for the fight against suicide can only be a good thing. This campaign does that in spades; with a powerful message and hopefully a route out for anyone having suicidal thoughts.
Quite simply, this has our full backing; after all, 125 people a week feel so bad that they end it all. Surely it is up to us all to combat that?
Decision Marketing Adometer: A “time to act” 10 out of 10
