Telstra calls on Aussies to start a conversation about loneliness in new TVC via Fuel + Entropico

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Telstra today released its latest campaign addressing the growing issue of loneliness in Australia after its Talking Loneliness report revealed 44% of Australians regularly feel lonely, and nine in ten have experienced loneliness, with half (48%) too embarrassed to admit it.


The integrated campaign was developed in collaboration with Fuel Communications, Telstra’s integrated communications agency of record, with the video series produced by Entropico.

To help start the conversation and destigmatise loneliness, Telstra has released a video series featuring nine real Australians sharing their own stories of loneliness and a dedicated hub with resources and support tools:

The Talking Loneliness report also revealed:
– More than half (54%) of Australians say they ‘often’ or ‘sometimes’ lack companionship
– A quarter (24%) of Australians don’t feel they have anyone to talk to[3], with – Gen Z (32%) and Millennials (26%) the most likely age groups to feel this way
– Over a third (35%) of Australians admit they rarely or never feel like they are part of a group of friends
– Almost two in five (38%) Australians say they have never felt lonelier than they have felt in lockdown

Says Andrew Penn, CEO, Telstra: “Telstra has been connecting people for more than 100 years and today everyone and everything is connected. Despite this there are so many people in the community who feel disconnected. As a company with connectivity at the heart of our purpose, we are shining a light on loneliness and its impacts.

“Sadly, there are many people in our community who are reluctant to speak up about something that is having significant consequences – it could be your brother, neighbour or workmate and you may never know.

“That’s why we wanted to challenge the preconceptions about who might be lonely and to encourage Australians to find a sense of connection through their shared experience.”

The research was conducted for Telstra by YouGov in September 2021 in consultation with leading loneliness researcher and clinical psychologist Dr. Michelle Lim. It highlights the growing issue of loneliness in Australia and explores its impact on individuals, communities and society at large.

Client: Telstra

Integrated communications agency: Fuel Communications, part of Herd MSL.
Creative Director Tom Sanders
General Manager Rami Mallis
Group Account Director & Media Strategist Yasmin Armes
Senior Account Manager & Publicity Sophie Roubicek
Account Executive & Publicity Sarah Keldie
Digital and content strategy lead Cameron Thorburn
Copywriter Nick Timms

Creative Production agency: Entropico
Director Harry Hunter
EP Tim Burnett
Producer Gus Kennelly
1st AD Annabel Mills
2nd AD Jakson Gray
DOP Tom Black
1AC Gary Morris
2AC Lex Adoncello
3AC Max Zagorski
Cam Op Emma Elias
OnSet Sound Andy Postle
Styling / BTS Sophia de Vries
Gaffer Tom Keyes
Bestie Alexander Wilson
Grip Richie Brown
Hair & Make-Up Amber Adams
HMU Assist Marisa Secerov
PA Chloe Hayman
Photographer Cole Bennetts
Digi Op Sean Foster
On Site Clinical Psychologist Dr. Kate Renshall
Virtual Clinical Psychologist Dr. Michelle Lim
Editors Andrea Chen, Ivan Lentell
Colour Grade Alina Bermingham
Score & Composition Rowan Dix
Sound Mix Rowan Dix, Bonnie Knight