We don't know what “suicide” looks likeLLLLITL

We don’t know what “suicide” looks likeLLLLITL


People think they know what “suicide” looks like: Crying, anger, despair. If these signs are missing nobody intervenes.

Long-term partners with 125 people who take their own lives every week Campaign Against the Misery (CALM) and ITV, The UK’s biggest commercial TV broadcaster had to point this out urgently “Suicide” doesn’t always manifest itself the way people expect it to.

So on the happiest day of the year adam&eveDDB worked with them to create The Last Photo, a powerful campaign that sparked an important nationwide debate and empowered the UK to contribute to suicide prevention.

“The Last Photo”, a new type of national campaign for CALM (Campaign Against Living Miserably), by not only raise awareness of a misunderstood aspect of suicidal behavior, but also empower the nation to prevent suicide, even if the so-called “signs” are invisible.


Cannes Lions 2023

– Shortlisted in the Titan category

D&AD 2023

– Yellow Pencil / Film – Yellow Pencil / Media

– Yellow Pencil / Press & Outdoor

– Graphite pencil / experience-oriented

– Graphite pencil / Integrated

– Graphite pencil / Integrated

– Graphite pencil / PR

– Wooden pen / film

– Wooden Pen / Press & Outdoor

– Wooden pin / direction

– Wooden Pen / Impact


Client: CALM (Campaign Against the Misery) 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. Production Managers: Ben Sharpe and Jack Bayley. Integrated Agency Producer: Amy Simmons. Integrated Assistant Producers: Richard Bailey, Scarlett Rudd. Designer: Scott Silvey. Project manager: Rasha Noronha. Planning manager: Will Grundy. Lead Planner: James MacAskill. CEO: Tammy Einav. PR: Jemima Monies, Rachel Geraghty, Shehneal Dhaliwal. Managing Director: Louis Lunts. Account Director: Rosie Snowball. Account Manager: Lily Barber. Account Manager: Freddie Reeve. Legal notices: Trine Odin, Tom Campbell. Client’s Managing Director: Simon Gunning. Chief Marketing Officer: Matthew Jennings. Brand and Marketing Manager: 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. Ambassadorship: Harvey Aspell. Communications Officer – Social and Content: Emma O’Sullivan. Art Director: Sam Quinton. Graphic Designer: Tom Allison. Graphic Designer: George Lee. Brand and Campaign Manager: Chloe Grass-Orkin. Supporter Operations Manager: Sarah Bodenham. Senior Events Manager: Alicia Mackay. TV Production Manager: Max Fisher. Cinematographer: Jim Joliffe. Production: Cain & Abel. Executive Producer: Carmen De Witt. Assistant Producer: Jake Parker. Graphics/Print Production: Gareth Evans. Sound Engineer – Parv Thind, Wave. Sound Engineer – Jeff Smith, Wave. Sound Producer – Beth Tomblin, Wave. Editing: James Rosen c/o Final Cut. Colourist: James Bamford c/o Rascal Colour. Producer: Jai Mhach Durban c/o Rascal. Contribution: 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 Title: “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. Administrator: Patrycja Plociennik. Project Assistant: Sam Williams. Manufacturing and Installation: Standard8. Location Services: Coinstreet. Retouchers: Georgia Plomer, Jon Webb, Gemma Lawton c/o King Henry. Adaptation, production and delivery, artwork: Dave Callow c/o King Henry. Artwork: Sam Harris c/o King Henry. PR Account Director: Olivia Sweeting (Persuasion Communications). Directed by Don Ferguson (Hope & Glory PR). Associate Director: Nicola Burton (Hope&Glory PR). Media Director Strategy: Chris Gilfoy. Strategy Director: Ben Edwards. Commercial Director: Marc Bignell. Website / Digital Team Digital Designers: Mauricio Brandt (C&A), Sam Butler (C&A). Creative Technology Lead: Hash Milhan (C&A). Digital Producer: Matthew Walker (C&A). Frontend developer: Jack Christian. Technical Quality Assurance: Mark Sadler.


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