The Pretender

‘The Pretender’ is a visceral exploration of the "invisible" bullying epidemic, produced on a lean total production budget of £5,257.57. Developed by Kooth in partnership with UK charity The Diana Award, the film was built on a foundation of clinical insight from Kooth’s frontline mental health practitioners and "stress-tested" for authenticity by youth ambassadors. Each frame is rooted in lived experience to ensure the video resonates with young people that may need support.

Ultimately, we wanted young people to feel they could reach out to us to get help and not suffer in silence. By leveraging our small in-house creative team and making strategic on-screen investments in professional cinematography, lighting and talent, we achieved an exceptional level of production value on a lean budget. The film was the strategic heart of a national campaign, generating a 1,886% increase in organic social engagement on our key social channel, and reaching over 2,800 students via live classroom webinars. It also secured national broadcast coverage on ITV News as well as in First News (which reaches 50% of UK schools). This entry demonstrates that a limited budget, when paired with internal expertise and a commitment to reflecting the real-life experiences of young people, can deliver powerful storytelling that acts as a vital clinical "digital front door" for vulnerable youth.