Ruel has released a new single, The Weight. But the only way you can hear it is via a phone donation to Lifeline Australia. The campaign, The Release Line, by Thinkerbell, includes a number fans can dial to donate and listen to the ARIA winning artist’s newest track.
Ruel has launched the single via The Release Line to help raise much needed funds for the organisation, adding to his array of chart defining hits such as Painkiller (285 million streams on Spotify) and Dazed & Confused (227 million streams).
The Weight explores reaching out to loved ones who need support and will only be available to be listened to via the new Lifeline Release Line on 1300 004 002 (internationally on +61 2 8039 3349) or by visiting lifeline.org.au/releaseline. To show their support for Lifeline, Aussies can dial the number and donate as little as $5 to help those in crisis be heard.
The more the song is heard, the more that Aussies in crisis are heard, with the fee going towards ensuring Lifeline Australia can continue to meet the growing demand for crisis support.
Sesh Moodley, head creative tinker at Thinkerbell, stated, “For six decades, Lifeline’s phone line has been supporting Aussies in crisis. This year, we’re using a phone line to help Lifeline. The Release Line is a unique format as an ongoing way to drive donations, and we’ve planned more artists to take part in the new year.”
Lisa Cheng, executive director, marketing and fundraising, at Lifeline, added, “ As we approach our 60th birthday, Lifeline is supporting more Australians than ever before, and we wanted to do something meaningful, but with impact. The Release Line was born out of desire to raise much needed funds, but also, give Aussies something back for their support with a beautiful, new track from Ruel.”
The Release Line will run across earned, BVOD, OOH, digital and social, and includes a dedicated microsite for donations.
Credits
Client: Lifeline Australia
Creative, Earned and Media: Thinkerbell
Phone Line: Card Access Services
Website: Fundraisin
IVR: Card Access Services
