LoFi Beats Suicide

Agency: McCann


Lofi study beats have become a YouTube phenomenon, one that sees thousands of students tune in to live streams of relaxing lo-fi hip-hop music paired with an infinite loop of an anime girl studying.
However College Music noticed a growing trend of its live viewers using the YouTube chat box to talk about how stressed they are, or how depressed they’re feeling, or – in a small number of the most extreme cases – how they’re experiencing suicidal thoughts. With exam season approaching, students are likely to experience heightened stress levels and Childline, for example, have previously witnessed a 200 percent increase in young people calling their hotline because of stress related to revision and exams.
The character “Study Girl” is synonymous with the Lofi study beats channels, keeping viewers company as they themselves study. For the first time ever, after 19,416 hours of incessant studying with no break, the repetitive loop of study girl is interrupted.

This professional campaign titled 'LoFi Beats Suicide' was published in United Kingdom in April, 2019. It was created for the brand: Vice, by ad agency: McCann. This Digital medium campaign is related to the Media industry and contains 1 media asset. It was submitted about 3 years ago.


Advertising Agency: McCann, London, UK

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