126,000 signatures in a week & a viral campaign

Client

#JoolsLaw

Jools Law is a poignant campaign that has been initiated by a grieving mother, Ellen Roome, who tragically lost her 14-year-old son, Jools, to suicide. In the wake of his death, Jools' mother was left with unanswered questions regarding his mental state and what might have driven him to take his own life.

Seeking to understand what her son was experiencing, she attempted to access his social media accounts, only to find herself blocked by the social media companies. This lack of access spurred her to take action, for herself and other parents, leading to the birth of the #JoolsLaw campaign.

OBJECTIVE

The Jools Law campaign aims to secure the right for parents and guardians to access their children's social media accounts, both during their lifetime and after their death. The ultimate goal is to prevent other parents from enduring the same agonising lack of closure and to potentially identify warning signs that could help prevent future tragedies.

When we first engaged with the campaign, it had garnered 8,000 signatures. However, with a general election looming imminently, the petition site was being closed down and there was an urgent need to amass 100,000 signatures within a few days to ensure the petition would be considered for discussion in Westminster. If the target was not met before the election, the petition would be closed, and all signatures collected would be lost.

Strategy

To address this urgent need, we crafted a strategy focused on creating two emotionally compelling storytelling videos. The narrative was designed to be raw and authentic, encouraging empathy and prompting viewers to take immediate action by signing the petition.