I led internally on the campaign and, with adam&eve, we landed on a simple yet powerful and emotionally charged idea that put those who have died by suicide and their families front and centre.

The problem: people think they know what suicidal looks like. And if they don’t see these stereotypical warning signs, they hesitate to intervene.

So, we launched an unbranded public art installation ‘The Last Photo’ featuring images of happy, smiling people. The next day, the true nature of the exhibition was revealed: these are the last photos of people who have died by suicide, highlighting the truth that ‘suicidal’ doesn’t always look suicidal. In the week that followed, we ran a national OOH campaign to share these last photos and provide vital, life-saving advice right across the country.