Charity, Youthline, has been supporting youth mental health for more than 55 years. It now operates a 24/7 helpline – expanded in 2023 following research showing that nighttime is a particularly high-risk period for Rangatahi (youth) in distress. The pressure on its helpline has intensified. A third of all calls now come from young people at risk of harm, prompting up to three emergency interventions every day. New Zealand continues to face some of the highest rates of youth suicide and bullying across high-income countries. 

Youthline urgently needs public support to ensure every call and text can be answered. Droga5 ANZ’s donation campaign highlights the urgency of that need and simplicity of solving it – by being very, very simple. The campaign’s creative approach is intentionally pared back. It uses a visually driven, typographic-led concept to present the reality that young people are reaching out right now, and that Youthline must be there when they do. Every execution directs New Zealanders to donate at youthline.co.nz, reinforcing the tangible impact of their support.

For many potential donors, youth mental health can feel like an overwhelming issue – one without a clear point of connection. This campaign addresses that challenge head-on by demonstrating exactly how donations help: they allow Youthline to be there in the moment a young person reaches out.

The campaign ran across New Zealand in December, spanning out-of-home, mall media, social, online and radio. Each touchpoint is anchored by one clear, potent line: Help Us Answer – a message that acts simultaneously as headline, call to action and a simple, compelling donation mechanic.

Anastasia Potter, GM fundraising and marketing at Youthline, stated, “Every call or text we answer can be life-changing, and sometimes life saving. But we can only continue to be there with the support of New Zealanders. This campaign captures the urgency and simplicity of what we need right now: donations that help us answer. We’re asking Aotearoa to stand with our young people and give at youthline.co.nz.”

Damon Stapleton, chief creative officer at Droga5 ANZ, added, “When a young person reaches out to Youthline, that moment matters. Our job was to remove the noise and focus on the simplest, most powerful truth: Youthline needs donations to answer every call. ‘Help Us Answer’ says exactly that – clearly, directly and everywhere.”

Credits:
Client: Youthline New Zealand
CEO: Shae Ronald
GM Fundraising and Marketing: Anastasia Potter
Senior Direct & Digital Marketing Specialist: Elijahh Raki

Creative Agency: Droga5 ANZ, part of Accenture Song
Chief Creative Officer: Damon Stapleton & Barbara Humphries
Principal Director: Steve Kane
Chief Strategy Officer: Stevie Weber
Group Business Director: Ruth Coulson
Business Manager: Lily Tootill
Executive Creative Directors: Christie Cooper & James Conner
Senior Art Director: Erin Clarke
Senior Copywriter: Katrina Menary
GM & Executive Producer: Rosie Grayson
Integrated Producer: Callum Crabb
Lead Designer: Lucinda Fortescue-Hansen
Senior Finished Artist: Lisa Stowers
Intermediate Graphic Designer: Vivian Heng