Campaign Against Living Miserably: The last photo

Campaign Against Living Miserably (CALM), a crisis charity, increased donations and sparked conversations surrounding suicide in the UK by launching an exhibition of the last smiling photos taken of people who later took their own lives.

In Brief

We needed to make suicide and suicide prevention a national conversation again.

We created an exhibition on London's South Bank of 50 smiling faces which, initially, had no reference to CALM. On launch day we revealed - live on This Morning - that each was the last photo of someone who later took their own lives.

There were over 800 pieces of coverage delivering over I billion Opportunities to See through editorial coverage alone. The activity reached over 90% of the UK population and 60% of people asked understood the message to be that "The signs of suicide...

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