People think they know what ‘suicidal’ looks like: crying, anger, despair. In the absence of these signs, nobody intervenes. With 125 people taking their own lives each week, long-term partners Campaign Against Living Miserably (CALM) and ITV, the UK’s largest commercial TV station, urgently needed to highlight the fact that ‘suicidal’ doesn’t always manifest the way people expect. So on the happiest day of the year, adam&eveDDB worked with them to created The Last Photo, a hard-hitting campaign that started a vital national conversation and empowered the UK to help prevent suicide.
What did the judges have to say?
It made me cry, not just because the last photos were so poignantly happy, but because we are finally willing to talk about the elephant in the room – the high number of suicides from people who are not 'typically' depressed. Talking about mental health is an urgent need in modern-day society.Ruchi Sharma, Founder and CCO, HumanSense
This idea brings an awareness to mental health and suicide in a way I haven't seen before. Beyond the stats, it puts the people at the heart.Judy John, Global CCO, Edelman
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.