TitleLoFi 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.
Agency
Campaign Lo-Fi beats suicide
Advertiser College Music
Brand College Music

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Length
Founder J...y L...on Subscribers Only
Founder L..e Pr.....rd Subscribers Only
Executive Creative Director S...iv M...ry Subscribers Only
Executive Creative Director J...e M...z Subscribers Only
Chief Creative Officer ..b D...al Subscribers Only
Chief Creative Officer La....ce T....on Subscribers Only
Senior Account Manager R...rt St....on Subscribers Only
President ..b D...al Subscribers Only
President La....ce T....on Subscribers Only
Communications Director K...a E...la Subscribers Only
Head of Business Affairs El.....th Be.....in Subscribers Only
Senior Project Manager P..l Gi.....ie Subscribers Only
Account Director L...a T...an Subscribers Only
Senior Planner E...a Cha.......aldi Subscribers Only
Creative Team R...n G...on Subscribers Only
Creative Team E..a M...i Subscribers Only
Designer M....ew T...as Subscribers Only
Editor Al....ir G...am Subscribers Only
Sound Company / Music Company C...t L...on Subscribers Only
Sound Engineer Gi....le H..l Subscribers Only
Sound Engineer W..l F....es Subscribers Only
Illustrator G...ia Ge.....ni Subscribers Only
Animation G...ia Ge.....ni Subscribers Only

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