Corporate Australia donates 30 second ads to Lifeline in new campaign via Thinkerbell
Due in part to the unprecedented times we are living in, 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 seconds TV and radio placements to Lifeline.
Says Lisa Cheng, executive director, marketing and fundraising, Lifeline: “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.”
Says Paul Swann, creative director at Lifeline’s agency partner, Thinkerbell: “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
However, this is also a call to action. If your organisation is interested in donating some 30 second placements to Lifeline to help the organisation answer a call for help every 30 seconds, please contact 30seconds@thinkerbell.com.
To donate to Lifeline, visit: fundraise.lifeline.org.au
Client: Lifeline Australia
Creative, PR & Media Agency: Thinkerbell
Production Company: Heckler
9 Comments
This is really smart relevant pro-bono work. Take heed Wunderman Thompson.
why take heed wunderman thompson?
The idea of brands donating their ad space for a good cause isn’t new at all.
But, whatever. As long as it helps right?
You’re a knob
Agree, idea isn’t original but it’s still neat.
love it
Thinkerbell with a scorcher. Nice work. This is what charity work should look like.
Because there are many more lives that will suffer due to the devastating lockdown, than due to Covid-19 itself. But we’re not allowed to present an alternative view to the fear-crazed media out there.
Elegant simplicity.