A Portrait of Loneliness

I shot this collection of portraits for Good Morning Britain's "1 Million Minutes" campaign. The aim of the campaign was to combat loneliness by encouraging people to donate their time instead of money to various charities working with individuals experiencing loneliness.

The portraits of the 8 celebrities were used with a quote from each of them about their own feelings of loneliness to help engage viewers with the project.

Through a social-first strategy and engaging digital activation the campaign reached 230 million and saw people pledge some 117 million minutes to combat loneliness.

It went on to win in the "Best use of Social Media" & "Editorial Campaign of the year" categories at the Drum Awards for Online Media in 2023.