A Day in the Lonely
Raising awareness of child loneliness through a TikTok first campaign
We partnered with NSPCC & Childline to produce ‘Day in the lonely’, a TikTok-first campaign supporting teenagers experiencing loneliness.
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Authentic storytelling and real voices
Real teen testimonials from the Childline message board were the source material for the three scripted films that we produced, subverting the 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.
![](https://www.justso.com/wp-content/uploads/2023/07/kenan-3.gif)
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Leo Birch, Director, JustSo
“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.”
![](https://www.justso.com/wp-content/uploads/2023/07/elle.gif)
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Creating for Gen-Z platforms
The campaign was not only native to TikTok, but assets were produced to run across Snapchat, Meta, Spotify & Xbox as part of our approach to reaching as many of our audience as possible.
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Charity content campaign of the year – UK content awards
The campaign won Gold at the UK Content Awards 2023 for Non-Profit / Charity Content Campaign of the Year.
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3.8m
views
24%
increase in overall counselling sessions via email
13%
increase in the number of counselling sessions where loneliness is mentioned
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