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YouTube live streaming phenomenon College Music has today launched, 'LoFi Beats Suicide' in response to the concerning rise in mental health issues for students, as well as a notable … read moretrend of viewers seeking support on their channel. The new initiative is using their YouTube Live channel to land a powerful message about suicide prevention and the many ways students can seek help and support during exam period, supported by youth media brand VICE. McCann consulted with The Samaritans when developing the character's story. 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. In the animation, Study Girl suddenly appears distressed and begins to cry, overwhelmed by stress and considers taking her own life. However, after wrestling with the decision, she changes her mind and realises there is something to live for. A hopeful and encouraging message appears on the screen inviting viewers to find out what helped study girl, such as talking to someone about her feelings, which could in turn help them.
read less...College Music
Co-founder – Jonny Laxton
Co-founder – Luke Pritchard
Creative
Designer – Matthew Thomas
Senior Planner – Elisa Chami-Castaldi
Senior Project Manager – Paul Gillespie
Director of Communications – Katya Escala
Head of New Business – Elizabeth Bernstein
Senior Account Manager – Robert Stockton
Account Director – Leyla Tezcan
Illustrator & Animator - Gloria Gemignani
Editor - Alastair Graham
Production (Sound) – Craft
Sound Engineer - Gisselle Hall
Sound Engineer - Will Frances
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