CALM / ITV: The last photo

Campaign Against Living Miserably (CALM), a mental health charity, launched Project 84 in the UK, a landmark suicide prevention initiative that turned the final photos of 50 victims into striking portraits, to raise suicide awareness and lessen its stigma.


This is a story about an insight.

An insight that changed the face of suicide awareness.

An insight that sparked an unprecedented national conversation about suicide.

An insight that empowered people to talk more openly about suicide with each other.

An insight that created a groundswell of supporters and volunteers for CALM.

An insight that directly helped prevent 161 suicides.

An insight that was simple, powerful and (much like its subject matter) hidden in plain sight:

That suicide doesn't look suicidal.

Instead, suicide hides behind a smile.

This is the story of that insight.

Why and how it came...

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