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Suicidal Doesn’t Always Look Suicidal


CALM's Last Photo Campaign

Every so often a campaign comes around that really resonates with people and I think this is one of them.

The ‘face of suicide’ isn’t always crying and being recluse – a person might seem happy on the outside. Tragically, 125 people die by suicide every week in the UK – but it can be hard to spot the signs something isn’t okay.

CALM (Campaign Against Living Miserably) uses the last photos people took before committing suicide. It’s very difficult from these photos to tell these individuals are struggling. Very hard hitting in our opinion. 

Simon Gunning, CEO of CALM, said: ‘People tend to think they already know what suicidal looks like – reclusiveness, crying, silence etc – and if they don’t see these traits in someone they’re worried about, they hesitate to intervene.

‘In reality, suicidal behaviour takes many forms.

‘People struggling can put on a mask concealing their inner turmoil before taking their own lives.

‘CALM’s aim is to highlight this fact and equip people to take collective action. 

‘If we can all start one conversation with our friends and family about suicide, together we can smash the stigma that surrounds it.’

Suicidal Doesn't Always Look Suicidal
(90 min commercial)