CALM: The Last Photo
As an Assistant Producer for CALM’s powerful and award-winning campaign, The Last Photo, I was proud to help bring this groundbreaking mental health initiative to life. The campaign sought to challenge perceptions about what suicidal individuals may look like by showcasing seemingly joyful last photos of people who later took their own lives. This poignant juxtaposition underscored the message that suicide doesn’t always look like it feels, urging viewers to reconsider assumptions and engage in open conversations about mental health.
The Campaign:
Launching on the South Bank on what’s often called “the happiest day of the year,” the campaign featured an unbranded installation of 50 smiling portraits, depicting people who seemed to lead happy, carefree lives. Over two days, visitors discovered the truth: these were the last photos of individuals who later died by suicide, a sobering reminder that suicidal doesn’t always look suicidal.
The multi-faceted campaign included:
A 50-participant exhibition, with QR codes on each portrait linking to stories and audio-bites celebrating who these individuals were.
Interviews with families, featured on a landing page alongside tools and resources for supporting those struggling with mental health.
A press and out-of-home campaign amplifying the message.
A moving film directed by Max Fisher, showcasing the last videos of those who died by suicide.
My Role:
My responsibilities included coordinating with families alongside a Researcher to ensure their loved ones' stories were handled with care, managing production timelines and budgets, and aligning creative elements across all mediums. The result was a deeply impactful campaign that sparked conversation, raised awareness, and provided actionable resources to help save lives.
Since launch, the campaign has be awarded numerous accolades including the LBB 2022 Immortal Award (only given to 5 campaigns globally each year), however more importantly it's increased donations to CALM by 400% and has estimated to have saved 161 lives.
