|Titre||LoFi Beats Suicide|
|Brief||The 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.|
|Campagne||Lo-Fi beats suicide|
|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|
|Directeur de la création||Sanjiv Mistry|
|Directeur de la création||Jamie Mietz|
|Responsable de la création||Rob Doubal|
|Responsable de la création||Laurence Thomson|
|Senior Account Manager||Robert Stockton|
|Directeur de la communication||Katya Escala|
|Head of Business Affairs||Elizabeth Bernstein|
|Senior Project Manager||Paul Gillespie|
|Directeur de clientèle||Leyla Tezcan|
|Senior Planner||Elisa Chami-Castaldi|
|Equipe créative||Robin Gordon|
|Equipe créative||Ella Monti|
|Sound Company / Music Company||Craft London|
|Sound Engineer||Gisselle Hall|
|Sound Engineer||Will Frances|
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