Introducing ‘The Last Photo’, a campaign to launch the Campaign Against Living Miserably (CALM) and ITV’s largest ever suicide prevention initiative, shining a light on the heart-breaking reality that suicidal doesn’t always look suicidal.

In 2018 we helped launch Project 84, which put suicide on the national agenda and led to the appointment of the world’s first Suicide Prevention Minister. In 2022, after years of lockdowns and entering an unprecedented cost of living crisis, it was time to make suicide prevention a national priority again.

To launch, an installation of 50 smiling portraits unveiled at London’s South Bank – photos of people living seemingly happy, care-free lives. Two days later, the true nature of the experience was revealed live on ITV’s ‘This Morning’: these portraits are in fact the last photos of people who took their own lives. The message: suicidal doesn’t always look suicidal. Suicidal behaviour takes many forms. Often people can seem happy just moments before taking their own lives. CALM & ITV’s initiative aims to empower and equip the nation with the tools needed to identify the signs of suicide – including those more covert signs, less commonly associated with suicidal behaviour – and ultimately help prevent suicides. To ensure the message reached as many people as possible, we launched an integrated campaign across TV, Cinema, OOH, Print, Digital and Social, utilising CALM Ambassadors, Brands, and Partners to deliver content in a meaningful way for each audience.