Robin and Ella
︎


ONLINE

LoFi Beats Suicide


A suicide prevention campaign in
collaboration with VICE and
YouTube channel College Music.









Problem


1 in 5 students have suicidal
thoughts, but don’t seek help.

Cultural Context


“Lo-fi study beats” is a YouTube phenomenon where millions of students tune in to relax and focus as they study, featuring lo-fi music and an animation of a girl studying in a constant loop.




Livestream


During exam season, we interrupted one of the most popular streams of lo-fi study beats for the first time in over 2 years. Sending a powerful message of support directly to students when they most needed it.








Online
Video


Following the live event, we uploaded a separate video that hit over 1M views within the first week and got thousands to open up about their mental health. (click here)













---------- Results ----------


19%
requested prevention helplines

130K
clicks on
VICE support articles

2M+
views on
YouTube

Hundreds opened up & decided to live



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Awards


*D&AD – Yellow 
*D&AD – Wood
*D&AD Impact – Wood
*Cannes Lions - Bronze x 2
 *Cannes Lions - Shortlist
*Creative Circle – Gold x 2
*Creative Circle – Silver
*Clio Awards - Bronze
*One Show – Bronze
*One Show – Merit x 2
*Eurobest – Silver x 2
*Eurobest – Shortlist x 2
*Epica Awards – Gold
*British Arrows – Gold
*British Arrows – Shortlist
*LIA Awards – Gold
*LIA Awards – Silver
*LIA Awards – Bronze
*Lovie Awards – Silver
*Lovie Awards – People’s Vote
*Lovie Awards – Lovie for Good
Mark