The campaign came out of the fact that on average a young person contacts Childline 15 times a day struggling with loneliness.

Three characters were created, starring in their own hero film that highlighted the different ways a young person might experience loneliness. Borrowing from the popular social media trend for 'Day in the Life’ videos. We showed how loneliness can feel overwhelming for a young person through the course of their day - before signalling how they get help.

I worked on the initial concepts, supporting with script writing, storyboarding and direction on shoot day. We worked with the agency JustSo, who brilliantly brought to life the idea.

A multi-channel approach from Tik Tok, Spotify to Xbox with multiple edits of 3 storylines exploring and portraying loneliness in a ‘social native’ aesthetic, aimed directly at a core audience of 12-17yr olds.

The campaign led to a 24% increase in email counselling sessions and won a couple of awards too.

🙌 Winner – Design for Good - Inside Out awards

🙌 Gold in Not-For-Profit category - UK Content awards