Campaign Against Living Miserably has launched its largest ever suicide prevention initiative, with the help of adam&eveDDB, shining a light on the heart-breaking reality that suicidal doesn’t always look suicidal.

To launch the campaign, an installation of 50 smiling portraits was unveiled on London’s busy South Bank – showing people living seemingly happy, care-free lives. The heart-breaking reality is that these were the last photos of people who took their own lives. The true meaning behind the exhibition was revealed on ITV’s ‘This Morning’, helping to reshape the nation’s understanding of suicide and equip the UK population to save lives.

The installation was also supported by a 90 second TVC, showing a series of home videos of people who appear to be happily living life. The end of the film reveals that these are the last videos taken of people before they took their own lives, highlighting the key message that suicidal doesn’t always look suicidal.

Find out more on adam&eveDDB.