Budget Direct, Chemist Warehouse and Kimberly Clark join Lifeline’s ’30 Seconds to Save a Life’ campaign

Chemist Warehouse, Budget Direct and Kimberly Clark have joined Lifeline’s ‘You’ve Got 30 Seconds to Save a Life’ campaign, donating 30-second TV and radio spots to support the mental health service.

The campaign launched towards the end of April, with Woolworths, Westpac, Bunnings, Uncle Tobys, Vegemite, Officeworks, Old El Paso, Haagen Dazs, and Seven Network the initial brands on board.

Since then, media owners Tik Tok, Guardian Australia, Spotify, ARN, Nova, Bauer, Nine Network and Nine Radio have also joined the campaign, pledging 30-second spots or monetary donations.

Demand for Lifeline’s services has increased since social distancing to prevent the spread of COVID-19 began. The campaign aims to fill a $5m funding gap to meet the new demand.

Chairman of Lifeline, John Brogden, commented on the success of the campaign.

“We’ve been overwhelmed by the need for our service following the bushfires and coronavirus, but equally we’ve been overwhelmed by the support we’ve received from Corporate Australia.  It’s wonderful to see large organisations coming onboard to help their fellow Australians, during these challenging times,” Brogden said.

“Thanks to support we’ve received from corporate Australia, our 30 Seconds to Save a Life campaign, has been a feature on our TV screens, and heard on the radio every night. This is the kind of exposure Lifeline needs to raise the funds we need ensure we can answer every call for help. We hope to see it continue with more businesses jumping on board.”

Jonathan Kerr, CMO of Budget Direct, said: “We are proud to donate a chunk of our prime media space to support Lifeline, an organisation that needs Australia’s support right now, more than ever. When we heard Lifeline is now receiving a call for help every 30 seconds, we immediately decided to step up and help Lifeline raise vital funds to keep the lines of connection open.”

Mario Tascone, director at Chemist Warehouse, added: “Lifeline is such an important organisation, especially during these uncertain times. As soon as we heard about the ’30 Seconds To Save A Life’ campaign, we wanted to jump onboard to support and we hope that the airtime we’ve donated, will help Lifeline reach their fundraising target.”

Brands interested in joining the campaign can reach out to creative agency Thinkerbell via email at


Client: Lifeline Australia
Creative, PR & Media Agency: Thinkerbell
Production Company: Heckler


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