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2020 One Show - Social Media

LoFI Beats Suicide

Agency McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London

Client Vice UK
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Annual ID

OS_SM20_090M

About the Work

1 in 5 students have suicidal thoughts, yet most aren’t seeking expert help. Amidst a growing mental health crisis, Vice UK was determined to find a way to help. The ‘LoFi Beats Suicide’ campaign spotted an opportunity to target a 24-hour live stream YouTube channel where students gather to watch a continuous animated loop of a girl studying, but also express feelings of stress, depression and loneliness. The idea was simple: disrupt the continuous animated loop of Study Girl, with a bold and relatable message. For the first time in 809 days, Study Girl stopped studying and considered taking her own life. But after wrestling with her decision, she chose to live and seek help. This was followed by a message and call-to-action, crafted with support from the Samaritans. The 2-minute animated sequence led to an outpouring of sympathy and shared feelings from students, whilst mental health volunteers were on hand to offer support, guidance and helplines via the live chat. In the first month the video went viral achieving 2 million reviews and 19% of those watching on day one clicked through to the helplines, meaning the 1 in 5 who needed help were reaching out to get it.