“It’s about the façade of social media and how people only show you 10 per cent of their lives, and it’s usually the positive side, whereas underneath they’re struggling. And instead of sorting out problems, they’re internalising everything and generally becoming miserable, but everyone’s ignoring the fact that that’s the case. There’s a strong anti-suicide message with the video as well. I think in British culture everyone’s very polite and goes, ‘I’m great, thanks,’ rather than burdening others with their worries. That’s unhealthy.”