LoFi Beats Suicide
One in five students have suicidal thoughts, yet most aren’t seeking expert help. Vice UK was determined to find a way to help. It hijacked a 24-hour YT live stream where students gather to watch a continuous animated loop of a girl studying, but also share feelings of stress, depression and loneliness. For the first time in 809 days, Study Girl stopped studying and considered taking her own life. After wrestling with her decision, she chooses to live and seek help. The video achieved 2m views and 19% of viewers clicked through to helplines, meaning one in five reached out to get expert help.
- MediaUse of Micro-Talent/Influencers
- DigitalCreative Use of Social Media
Country
- United Kingdom
Client
- Vice
Production Company
- Craft/McCann
Chief Creative Officer
- Rob Doubal
- Laurence Thomson
Executive Creative Director
- Jamie Mietz
- Sanjiv Mistry
Creative
- Ella Monti
- Robin Gordon
Strategic Planner
- Elisa Chami-Castaldi
Producer
- Paul Gillespie
PR & Communications Director
- Katya Escala
Head of Business Development
- Elizabeth Bernstein
Business Development Executive
- Phoebe Cunningham
Account Manager
- Robert Stockton
Account Director
- Leyla Tezcan
Illustrator
- Gloria Gemignani
Editor
- Alastair Graham
- Douglas Flockhart
Sound Designer
- Will Frances
- Giselle Hall
Designer
- Matthew Thomas
Advertising Agency
- McCann London
One in five students have suicidal thoughts, yet most aren’t seeking expert help. Vice UK was determined to find a way to help. It hijacked a 24-hour YT live stream where students gather to watch a continuous animated loop of a girl studying, but also share feelings of stress, depression and loneliness. For the first time in 809 days, Study Girl stopped studying and considered taking her own life. After wrestling with her decision, she chooses to live and seek help. The video achieved 2m views and 19% of viewers clicked through to helplines, meaning one in five reached out to get expert help.