Based on the insight that ‘suicidal doesn’t look suicidal’, CALM and ITV launched ‘The Last Photo’: a campaign that turned the final, smiling photos of 50 suicide victims into striking portraits. All smiling, all happy, all challenging the very idea of what suicide looks like.

At the core of The Last Photo was an exhibition, featuring the 50 final, smiling photos of people who have died by suicide. The exhibition was staged on London's South Bank: an area of exceptionally high natural footfall in close proximity to the vast majority of national (and many international) media outlets.

The exhibition was integrated within the programming of long-term partner ITV's This Morning (the nation's biggest breakfast television show.) Presenter Gok Wan broadcast live from the exhibition, kicking off a week's worth of suicide prevention programming on This Morning more broadly. This included interviews with many of the participating friends and families, including Strictly Come Dancing Judge Shirley Ballas, as well as live phone-ins for anyone and everyone affected by the campaign (led by CALM's own Head of Services).

Infl uencers including Jamie Laing and Amber Rose Gill were strategically identifi ed and engaged to drive reach amongst younger, hard-to-reach (and now, at risk, audiences).

The exhibition was then ampli fied on a national scale with cinema, out-of-home and press advertising featuring the final photos and moments of more people who died by suicide.