A new mental health campaign out of the UK has featured the final videos and photographs of people who ultimately took their own lives to suicide.
Called “The Last Photos”, the campaign is the work of creative agency adam&eveDDB for the mental health charity Campaign Against Living Miserably (CALM).
The initiative features images of actual suicide victims – provided by their families – to show that many people were happy and showed no signs of the devastation that was to come.
“Suicidal doesn’t always look suicidal,” the ads say, before inviting users to the CALM website for more information.
The campaign includes the video below and a photo installation of 50 victims at London’s South Bank that includes just people’s first names and their ages.