Australian brands donate 30-second ad placements to support Lifeline

A list of leading Australian brands have donated 30-second TV and radio spots to mental health service Lifeline.

Demand for Lifeline’s suicide prevention services has increased since the period of coronavirus (COVID-19) social distancing began. The organisation reports it now gets a call for help every 30 seconds.

Lifeline executive director of marketing and fundraising, Lisa Cheng, said the campaign hopes to fill a $5m funding gap needed to meet the new demand.

“‘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,” Cheng said.

Woolworths, Westpac, Bunnings, Uncle Tobys, Vegemite, Officeworks, Old El Paso, Haagen Dazs, and Seven Network are amongst the foundation brands of the initiative with a call for more to come on board.

The initiative was devised by agency, Thinkerbell. Organisations looking to donate 30-second ad placements can contact the agency at

Paul Swann, creative director at Thinkerbell, said many organisations gave an ‘instant yes’ when asked to donate.

“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,” Swann said.

The public is also able to donate to Lifeline via its website.

If you or someone you care about needs support, please contact:

Lifeline 13 11 14

Suicide Call Back Service 1300 659 467

MensLine Australia 1300 78 99 78

beyondblue 1300 22 4636


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