The Last Photo

the7stars & Adam & Eve/DDB

Client: CALM x ITV

People think they know what suicidal looks like - crying, reclusiveness, misery. And if they don’t see these warning signs, they hesitate to intervene.

But the signs of someone feeling suicidal aren’t what you might expect. When someone takes the decision to end their life, they often go from appearing down to extremely happy. We had to equip people to prevent suicides by educating the public about suicidal behaviour and providing practical tools for intervention.