Samaritans & Love Island 

In February 2020, ITV's Love Island again found itself under intense scrutiny following the suicide of its host, Caroline Flack. 

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With two other suicides already linked to the show - contestants Sophie Gradon and Mike Thalassitis - the hard to ignore correlations between celebrity, social media and the growing rates of anxiety and depression in young people need to be addressed.

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By subverting the show’s identity, using their bottle personalisation tool and catchphrase, these ads reach out to those who may not be feeling as okay as they appear.

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Entered for "Best Charity" category - The Drum Chip Shop Awards 2020