Rob Doubal
Co Presidents & Chief Creative Officers at McCann London
London, United Kingdom
TitleLoFi Beats Suicide
Agency
Campaign Lo-Fi beats suicide
Advertiser College Music
Brand College Music
Date of First Broadcast/Publication
Business Sector Online Leisure & Entertainment Services
Story 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.
Media Type Digital
Length
Founder
Founder
Executive Creative Director
Executive Creative Director
Chief Creative Officer
Chief Creative Officer
Senior Account Manager
President
President
Communications Director
Head of Business Affairs
Senior Project Manager
Account Director
Senior Planner
Creative Team
Creative Team
Designer
Editor
Sound Company / Music Company
Sound Engineer
Sound Engineer
Illustrator
Animation

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