Rob Doubal
Co Presidents & Chief Creative Officers at McCann London
London, Royaume-Uni
TitreLoFi Beats Suicide
BriefThe campaign hijacked a YouTube channel where thousands of students listen to LoFi music and watch a looping animation of a girl studying. A place where they frequently express feeling stressed, depressed and alone. The idea was to disrupt Study Girl's loop with a bold and relatable message. For the first time in 809 days, Study Girl stopped studying and considered taking her own life. After wrestling with her decision, she chose to seek help instead. This sequence was followed by a message crafted with support from the Samaritans.
Agence
Campagne Lo-Fi beats suicide
Annonceur College Music
Marque College Music
Date de première diffusion/publication
Secteur d'activité Sites de loisirs & divertissements
Synopsis Amidst a growing student mental health and suicide crisis, Vice UK was determined to help.   The ‘Lofi beats suicide’ campaign hijacked a live YouTube channel, where thousands of students gather to listen to Lofi music and watch a looping animation of a studying girl. A place where they frequently express feeling stressed, depressed and alone. The idea was simple: disrupt the continuous loop, with a bold and relatable 2-minute message – designed to grab attention, get students talking and provide help.    For the first time in 809 days, Study Girl stopped studying and considered taking her own life. But chose to live. This short sequence was followed by a call-to-action, crafted with support from the Samaritans.   By taking an innovative, relatable approach, we landed a powerful message, seen by millions which helped thousands.
Type de média Etude de cas
Longueur
Founder
Founder
Directeur de la création
Directeur de la création
Responsable de la création
Responsable de la création
Senior Account Manager
Président
Président
Directeur de la communication
Head of Business Affairs
Senior Project Manager
Directeur de clientèle
Senior Planner
Equipe créative
Equipe créative
Designer
Monteur
Sound Company / Music Company
Sound Engineer
Sound Engineer
Illustrateur
Animation

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