TBWA\MCR has launched a campaign for Papyrus, a young suicide prevention charity, to highlight how the impact of exam stress can lead to thoughts of suicide.
The campaign went live this week via the press and OOH and will run until exams start on the 16th May to highlight the charity’s message, which features a visuals of an exam sheet.
It will then run across paper channels including press, direct mail and OOH spaces close to secondary schools, colleges and bus adverts placed throughout school routes in Manchester, Cardiff, and Glasgow.
The agency and charity also worked on a research project together to delve into the impact that high academic expectations can have on 11-19-year-olds across the country, which they said found that there was an “overwhelmingly negative response” towards exam pressures.
Lisa Roxby, Head of Marketing and Communications at PAPYRUS, said: “Children and young people across all age groups spontaneously said that schools and education were their biggest cause of stress and anxiety. They told us that exam stress was a major factor affecting their mental health.
“Anxiety and stress can impact on their self-esteem and emotional wellbeing, making them feel scared, sad or overwhelmed and that can lead to thoughts of suicide. It’s important for us to show through this campaign that no grade is ever worth the loss of a life.”
Gary Fawcett, Executive Creative Director at TBWA/MCR, added: “Exam stress still feels like a taboo subject, even though it’s something that affects so many. Our hope with this campaign was to provide young people with a refreshing level of honesty.”
