Pieta House And A Lust For Life Launch #SoundEffect Ahead Of Electric Picnic

In a world where negativity is amplified and the good can get lost, Pieta House and A Lust For Life believe that, deep down, most people are sound, and that the act of doing something sound ripples out and makes waves; that’s the #SoundEffect.

In the lead up to Electric Picnic, #SoundEffect is an online campaign dedicated to amplifying that wave of sound by asking you to show us how being sound can reach the minds and hearts of others, bringing people together in a time when our society seems to be awash with negativity and fear.

How can people get involved? Just share your story. Tell us, using #SoundEffect on social media, about the soundest experience you ever had. It might be something you did for someone else, a friend or family member going out of their way for you, or even a complete stranger brightening your day. The #SoundEffect is everywhere!

CEO of Pieta House, Brian Higgins, said of the #SoundEffect campaign, “What we are trying to do here is turn up the volume on what is right, increasing awareness of what it means to be sound, and using that wave of positivity to drown out the negative noise our online spaces are awash in. Being sound goes further than that one moment; small things can help improve all of our lives and fight against societal wrongs.”

Paula McLoughlin, Chair and Acting CEO of A Lust For Life, said “Considering the levels of apathy and negativity we are constantly exposed to, and which can become at times overwhelming, it’s important to highlight the empathy, inherent goodness and level of social consciousness that exist throughout the vast majority of society. Now more than ever.”

Teaming up at Electric Picnic this September 1st-3rd, Pieta House and A Lust For Life will further explore the concepts of ‘being sound’ and mental wellness, in addition to presenting the Wall of Sound, a physical representation of the #SoundEffect in the Mindfield area of the festival. A Lust For Life will also be launching ‘The Little Book of Sound’ to coincide with the weekend: a digital guide to share ideas on how to use the idea of ‘being sound’ to help our minds and our society – and a little on the science that supports it!

A series of conversations and performances will be hosted across the weekend, touching on themes from positive psychology to toxic masculinity, from contemporary Irish women’s issues to direct provision, and everything in between. Guests will include Hollywood star Jack Reynor, Minister for Health Simon Harris, broadcaster Miriam O’Callaghan, Ireland and Leinster Rugby player Jack McGrath, Senator Lynn Ruane, artist and mental health activist Joe Caslin, A Lust For Life co-founder and musician Niall “Bressie” Breslin, bestselling author Michael Harding, journalist Róisín Ingle, and many more.


Follow the conversation on


Twitter: PietaHouse/@lustforlife

Facebook: Pietahouse/ALustForLife

Instagram: pieta.house/a_lust_for_life



Paula McLoughlin is acting CEO of A Lust For Life. Originally from Dublin, Paula spent 20 years – initially working in financial management for Marks & Spencer plc., and then as a Senior Executive/Partner with Accenture plc. where she travelled the world managing large teams and leading global transformation programmes. Paula was then COO of The Work Foundation, a 100-year-old UK think tank, where she was instrumental in orchestrating its sale to Lancaster University. As an independent consultant, Paula has worked with clients including Clarks, Mind Gym, the Aura Holohan Group, and Virgin Atlantic Ltd. In recent years, Paula has fulfilled a promise to herself to spend more of her time using her extensive business experience to influence and support causes that she feels passionate about. She was previously an ambassador for Tomorrow’s People, a UK charity which supports young and marginalised people in gaining and retaining employment, and was also Trustee/Director and Chair of the HR sub-committee of Just For Kids Law, a UK charity that provides support, advice, and representation to children in difficulty. A Lust For Life is based on a deeply-held belief that we can and must do a better job of looking after the wellness of humanity and ourselves, and now holds a very special place in Paula’s heart.


Brian Higgins is the CEO of Pieta House, the Centre for the Prevention of Self-Harm or Suicide. Previously, he held the position of Director of Services for Missing People, a national UK charity which aims to bring missing children and adults back together with their families. Prior to that, Brian spent a number of years as a member of the senior management group of homeless charity Depaul Ireland, working in service development and management. Brian has significant international experience, having also worked as National Coordinator and Director of Children’s Services with Rainbow Project International in Zambia, and as the founding Executive Director of Depaul USA. He holds a Master of Social Science in Criminology, and is a Fellow of the Chartered Management Institute.

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