QLife is the national telephone counselling service that helps lesbian, gay, bisexual, transgender and intersex (LGBTI) Australians avoid or overcome mental issues. Frost won its branding and advertising project after a competitive pitch, off the back of its Ending HIV and Stay Safe campaigns for ACON and World AIDS Day.
The work has been commissioned by Twenty10 on behalf of The National LGBTI Health Alliance, the national peak body of organisations and individuals working together to improve the health and wellbeing of LGBTI people.
The QLife brand name was created from the words Queer and Life, is now supported by Frost*’s encouraging strapline, “Talk it Out”.
The “Talk it Out” strapline was developed as both an embodiment of QLife’s purpose – peer based support counselling and referrals for lesbian, gay, bisexual, transgender and intersex people – and an opportunity for QLife to take ownership of the word ‘out’, a reference to the positive goal of being open with your sexuality and comfortable with yourself.
For the logo, Frost* aimed to create a beacon, a real heart connection that brings Queer, a word that the LGBTI community have reclaimed and are proud of, to the forefront of what QLife is and strives to do. So Frost* has made the letter Q the hero, keeping it front and centre on all communications and using it to help engage and support the LGBTI community. The mark can be used to house photography, pattern and colour, in a way that embraces the diversity of the community and feels vibrant, bold and positive.
To launch the new brand and national service with the LGBTI community, Frost* has also created an integrated advertising campaign – cinema, radio, print, digital and outdoor executions – for QLife. The campaign focuses on the concept of ‘inner voices’, using stream of consciousness dialogue of real stories to demonstrate the situations when QLife can help, and what it means to talk it out. By using the experiences of real life users of the counseling services, the creative aims to make the service personable, and approachable.
Vince Frost, founder and executive creative director of Frost*, stated, “We believe that design has the power to transform lives in a positive way. We’ve been working for some time in this space and tone is very important here. QLife offers a vital service to a community of people that can find themselves incredibly vulnerable at certain periods in their lives. We hope this brand and campaign will work hard will deliver this message to the people who need to hear it most”.
“Mental health and wellbeing is a real issue for LGBTI people and services to support this community, especially young or isolated people and those just coming out, are critically important” Ross Jacobs, national clinical director at Qlife, added. “The brand and campaign work from Frost* has given us strong, cohesive, single-minded platform to reach people with our message of support.”
Creative credits:
Creative agency: Frost*
Executive creative director: Vince Frost
Creative director: Ant Donovan
Design director: Benjamin Hennessey
Cinema production company: Splice Films
Cinema animation: Gary Nicholson
Radio and cinema sound design: Dean Francis
