Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Thursday, March 1, 2018

Logic "1-800-273-8255" - The most powerful song ever?

An 'advert' for the suicide helpline

Rapper known as 'Logic' released one of the most creative and culture rooted songs ever in April last year. The song's name is the National Suicide Prevention Lifeline (NSPL) number '1-800-273-8255' and was produced in collaboration the federal government initiative. The song begins with an individual calling the lifeline and admitting they "don't want to be alive". The person receiving the call offers words of hope, and towards the end the caller is dedicated to fighting for their life. Logic worked also alongside NSPL to gain maximum exposure and it also features two other famous  singers Khalid and Alessia Cara.

Results of song

On the day it was released, the lifeline received over 4,573 calls, which was it's second highest daily volume ever and a 27% increase from the usual volume. Logic performed the song at the MTV Video Music Awards in August and the line received 5,041 calls the day after!! 

The NSPL website had an increase of 100,000 visits per month and an increase of 300,000 to 400,00 average visits in two months after the song was released. ALSO searches on google for the phone number doubled after the song release!! 

I thought this was a really cool example of 'behaviour change' and raising awareness for an extremely good cause. The aim is to get more people to ring the helpline in time of need through influence of celebrity endorsement, a powerful music video, and also exposure of the song to a mass audience. 

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