Lifeline: No One Would Know

Agile creative strategy drives income to help Australians in crisis

DRTV | Digital

• Insight

  We identified themes that keep people who are in crisis silent:

  Disconnect: Outwardly happy, internally suffering.

  Burden: Fear of sharing and burdening loved ones.

  Invisible Crisis: Masking the struggle, deepens isolation.

• Integration

  We filmed six characters representative of Lifeline “help seeker” demographics, to provide a versatile suite of creative assets to engage different audiences across multiple channels.

  We later expanded to include a secondary "Urgent Appeal" suite hosted by a Lifeline staff member, introducing a fresh, authentic perspective to the narrative.

• Impact

  Delivers a steady volume of both single and regular gifts, with a healthy cost per donor and average gift.

Social Media film