This creative mashup is a wonderful example of when music, film, advertising and a PSA come together to create a piece for such an important issue – suicide. The song was created in partnership with the federal government initiative and was named “1-800-273-8255” as the National Suicide Prevention Lifeline number. The song was written and produced by American rapper Logic, alongside producers 6ix, and features guest vocals from singer-songwriters Alessia Cara and Khalid. The song was performed in August last year at the MTV Video Music Awards and received a well deserved nomination for Song of the Year at the 60th Annual Grammy Awards. At the VMAs, Logic shared the stage with suicide attempt survivors and consequently the line received 5,041 calls following the emotional performance.
The song and video takes us through a narrative of a young man’s life feeling suicidal, considering suicide and eventually coming out on top as an older adult. The context itself explores a lot of issues that people of all ages, races and backgrounds have to face. I think it’s a very clever choice that the directors chose when casting the actors for the video, as suicide amongst young men is an epidemic of the 21st century. Additionally, there is a cultural representation explored as the main character comes from a family that racially, typically has traditions and values not associated with talking about emotions, sexuality and depression in men.
Although the video narrates serious themes, including racism, politics and Logic’s own biracial identity, ultimately, the song delivers a message of hope. I think this should be shown to young people in schools across the globe. It is incredible that someone in the music industry (who is nowhere near as popular as his other VMA performer counterparts) put so much time, effort and heart into a project. The results speak for themselves: on the day of the release, the lifeline received over 4,573 calls, and a 27% increase from the usual volume. Also, the NSPL website saw a monthly boost of 100,000 visits, from an average of 300,000 up to 400,000, in the two months after the song’s release. Google searches for the phone number doubled immediately after April, and they remain consistently 25% above the previous average today.