| Title | LoFi Beats Suicide |
| Agency | McCann London |
| Campaign | Lo-Fi beats suicide |
| Advertiser | College Music |
| Brand | College Music |
| Date of First Broadcast/Publication | 2019 / 4 |
| 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 | Jonny Laxton |
| Founder | Luke Pritchard |
| Executive Creative Director | Sanjiv Mistry |
| Executive Creative Director | Jamie Mietz |
| Chief Creative Officer | Rob Doubal |
| Chief Creative Officer | Laurence Thomson |
| Senior Account Manager | Robert Stockton |
| President | Rob Doubal |
| President | Laurence Thomson |
| Communications Director | Katya Escala |
| Head of Business Affairs | Elizabeth Bernstein |
| Senior Project Manager | Paul Gillespie |
| Account Director | Leyla Tezcan |
| Senior Planner | Elisa Chami-Castaldi |
| Creative Team | Robin Gordon |
| Creative Team | Ella Monti |
| Designer | Matthew Thomas |
| Editor | Alastair Graham |
| Sound Company / Music Company | Craft London |
| Sound Engineer | Gisselle Hall |
| Sound Engineer | Will Frances |
| Illustrator | Gloria Gemignani |
| Animation | Gloria Gemignani |
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