Quick Case – THE LAST PHOTO (UK)
UK CHARITY CALM USES THE SCALE AND REACH OF A TV BROADCASTER (ITV) TO CHALLENGE THE MISCONCEPTIONS ABOUT THE SIGNS OF SUICIDE
Grand Prix (Film), Gold (Health & Wellness), Outdoor and Brand Experience & Activation, @ 2023 Cannes Lions Yellow Pencil (Film, Media and Press and Outdoor) 2023 D&AD Awards Gold (Events) 2023 Clio Awards
Brief Description
In June 2022, the UK suicide prevention charity CALM collaborated with ITV to organize an outdoor exhibition on London’s South Bank. The exhibition featured 50 large portraits of individuals who had taken their own lives, with the aim of challenging misconceptions about suicide.
These portraits depicted people appearing happy, seeking to highlight that suicidal feelings may not always be apparent from outward appearances. A 90-second TV commercial accompanied the exhibition.
Why is it significant?
It generated conversation and awareness about the different indicators of suicidal ideation, aside from stereotypes. Mobilization was also high: the exhibition attracted 500,000 visitors in 7 days, and donations increased by 400%.
The campaign generated a 33% increase in online conversations about suicide. Since the campaign launched, CALM has prevented 161 deaths (measured via the CALM helpline).
While the CALM x ITV “The Last Photo” campaign utilized impactful visuals in public spaces, it notably relied entirely on earned media rather than paid media.
This means they didn’t pay for traditional advertising like TV slots or online ads. Instead, the campaign relied on the power of the message and its inherent newsworthiness to generate organic media coverage across various platforms, including news articles, social media discussions, and public dialogues.