Eloise Malone, a Falmouth Masters student and founder of Plymouth creative agency Effervescent, has been shortlisted in the Purpose Awards, a competition that recognises excellence in campaigning that has a positive cause or progressive movement at its centre.
The ‘Lonely Not Alone’ public awareness campaign by Effervescent tackles youth loneliness, encouraging people to wear yellow socks to show they care. Supporters can then post pictures or share stories online at @lonelynotalone using #LonelyNotAlone.
Effervescent designed the campaign on behalf of the Co-op Foundation and UK Government, in collaboration with a group of nine young people aged 11-22. The young people co-designed the entire campaign from strategy to creative execution; including a group of characters for an animation that reflected loneliness, including a unicorn who feels different to everybody else, and crocoduck; a duck that pretends to be a crocodile to fit in.
Masters student and Effervescent founder, Eloïse Malone, said: “We’re absolutely thrilled that the Lonely Not Alone campaign has been shortlisted for the Purpose Awards. Young people can produce beautifully truthful creative campaigns when they’re given the opportunity, and it’s lovely that the Purpose Awards have recognised that.”
Eloïse is currently studying for her Masters in Advertising Strategy and Planning online at Falmouth and the Lonely Not Alone campaign formed part of her assessment.
Eloïse added: "I initially trained as a theatre director, and then curated an art gallery, so the opportunity to study advertising strategy at Falmouth has been brilliant for enhancing my creative skills with industry-specific knowledge. Throughout the two years, I’ve been challenged and nurtured by some incredible people who have supported me every step of the way.”
Course Leader, Amber Burton, commented: “It’s thrilling to see the success of Lonely Not Alone, as I know how much hard work Eloïse has put into the campaign, and indeed have seen the fruits of her hard work applied in her studies and assessments.
“It is a delight to see her academic voice developing alongside her fantastic professional work. We will be inviting her back as a guest lecturer to talk about marketing for social good and social change. Her work is a great example of what can be done with authentic and insightful marketing and advertising campaigns.”