July 17th, 2023 — 0 min read

‘Day In The Lonely’ TikTok Campaign Wins Gold at UK Content Awards


We’re thrilled to announce that “Day In The Lonely”, our latest project with NSPCC has won Gold at UK Content Awards 2023!

The TikTok campaign set out to raise awareness of childhood loneliness amongst a teen audience and encourage young people affected by loneliness to consider using Childline’s services.

Real teen testimonials from the Childline message board were the source material for the three scripted films that subverted the TikTok day-in-the-life format by showing how loneliness can feel overwhelming throughout the day, before signposting how to access Childline resources for support.

Our in-house casting team sourced a diverse range of first-time teen actors to star in the three films, with a production approach that blended native TikTok stylistics with moments of storytelling craft.

Leo Birch, who directed the films, notes, “Most of the content was captured on phones by the actors themselves, but for key moments we broke out of that native social aesthetic, using a variety of in-camera and sound design techniques, to highlight the sense of isolation that comes from experiencing loneliness.”

The campaign resulted in over 3.8M views across TikTok and brought about a 24% increase in email counselling sessions booked with Childline, with a 13% increase in sessions where loneliness was mentioned.

As a B Corp, we’re passionate about using our storytelling expertise to support brands and organisations that want to make a positive difference in people’s lives” says Simon Bell, Managing Director, JustSo “So to be recognised at UK Content Awards with a project that positive impact right at the heart of it, is incredibly rewarding for all of us.”