The Last Photo
Award: Yellow Pencil
Yellow Pencil / Film / Health & Wellbeing / 2023
Award: Yellow Pencil
Yellow Pencil / Media / Integrated
Award: Yellow Pencil
Yellow Pencil / Press & Outdoor / Poster Campaigns
Award: Graphite Pencil
Graphite Pencil / Experiential / B2C Activations
Award: Graphite Pencil
Graphite Pencil / Integrated / Health & Wellbeing
Award: Graphite Pencil
Graphite Pencil / Integrated / Content Led Campaigns
Award: Graphite Pencil
Graphite Pencil / PR / Events & Stunts
Award: Wood Pencil
Wood Pencil / Film / TV/VOD Commercials 31 - 120 Seconds
Award: Wood Pencil
Wood Pencil / Sound Design & Use of Music / Adapted Music
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Press Campaigns
Award: Wood Pencil
Wood Pencil / Direction / Short Form
Award: Wood Pencil
Wood Pencil / Impact / Collaboration
Award: Shortlist
Shortlist / Direct / Integrated
Award: Shortlist
Shortlist / Direct / Film
Award: Shortlist
Shortlist / Direct / Events
Award: Shortlist
Shortlist / Direct / Health & Wellbeing
Award: Shortlist
Shortlist / Media / Collaboration
Award: Shortlist
Shortlist / PR / Use of Media Relations
Award: Shortlist
Shortlist / Art Direction / Experiential
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.
What did the judges have to say?
It made me cry, not just because the last photos were so poignantly happy, but because we are finally willing to talk about the elephant in the room – the high number of suicides from people who are not 'typically' depressed. Talking about mental health is an urgent need in modern-day society.
Ruchi Sharma, Founder and CCO, HumanSense
This idea brings an awareness to mental health and suicide in a way I haven't seen before. Beyond the stats, it puts the people at the heart.
Judy John, Global CCO, Edelman
Are you credited on this winning entry?
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