Unfortunately, switching socialising for social distancing has had a huge impact on the UK’s mental health. During lockdown, the Red Cross reported that a third of UK adults felt they hadn’t had a meaningful conversation within the last week. A staggering 44% told the Mental Health Foundation they were feeling lonely.
We produced a concept that would feature a living room time lapse turning from day to night… day to night… day to night. A monotonous experience that pretty much everyone was going through during lockdown. Sure, it was artistic, but it lacked the human touch. So we scrapped it.
Taking a people first approach, we stripped the idea down to just a girl, alone, in her room, in need of someone to listen. We hear the caller tone on her phone continuously ringing as the onscreen narrative describes why donations are needed now, more than ever. As a Samaritan picks up the phone, the girl’s eyes flicker with hope and the film cuts.
Originally intended for Brighton and Hove Samaritans branch, the charity HQ decided they loved the effectiveness of the concept and repurposed the video to be rolled out for a national TV and Digital Advertising Campaign for their Emergency Appeal. During June, the video was played for two weeks over thirty-seven channels spanning the UK. It had a fantastic outreach, capturing over 1,040,000 viewers across TV and social media and achieving over 4000 reacts on social media.