Coronavirus has changed very many parts of Australian life. Some of them are difficult. Lifeline’s suicide prevention services have never been in greater demand. Lifeline is now receiving a call for help every 30 seconds. To raise awareness of this, some of Australia’s leading brands are donating their 30 second TV and radio placements to Lifeline.
The ingenious idea comes from Thinkerbell. The campaign is asking all brands if they will help.
Lifeline executive director, marketing and fundraising Lisa Cheng, stated, “The 30 Seconds To Save A Life campaign is vital in helping us fill the $5 million fundraising gap. If you are a large corporation and buy 30 second TV or radio spots, please help us by donating 30 second airtime placements, to help us answer a call from someone in crisis, every 30 seconds.”
Paul Swann, creative director at Lifeline’s agency partner, Thinkerbell, added, “To help Lifeline achieve their fundraising goal, we’ve been contacting large complex organisations and asking them if they’ll donate some of their 30 second spots to help Lifeline answer a call for help every 30 seconds. From a number of organisations, we are hearing an instant yes. It’s a simple idea and directly helping one of the most essential services in Australia at a time when the organisation needs our help more than ever.”
Foundation brands that have chosen to donate 30 second ad placements include:
- Woolworths
- Westpac
- Bunnings
- Uncle Tobys
- Vegemite
- Officeworks
- Old El Paso™
- Haagen-Dazs™
- Channel 7
- Southern Cross Austereo
Below are some examples of the branded TVCs that will start running from Wednesday 22 April:
Will your brands join in and help too?
If your brands are interested in donating some 30 second placements to Lifeline to help the organisation answer a call for help every 30 seconds, please contact30seconds@thinkerbell.com
To donate to Lifeline, visit: fundraise.lifeline.org.au
Credits
Client: Lifeline Australia
Creative, PR & Media Agency: Thinkerbell
Production Company: Heckler
