Norwegian artist AURORA helped to raise awareness of World Mental Health Day with single ‘The River’ taken from album ‘A Different Kind of Human – Step 2’.
Together with her label Decca Records, TikTok and Fanbytes, a campaign was developed around the song encouraging influences and users to visually link with another users’ videos by stretching out their arms. The action creating a solidarity chain.
The #youcancrychallenge was started by 13 renowned TikTok influences who called on their followers to get involved. Since inception over 3000 fans have uploaded videos, while the hashtag has been seen by over 1m people.