‘Have yourself a lonely little Christmas’: Lifeline raises awareness of loneliness this festive season, via Thinkerbell
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
Lifeline has created the ‘Lonely Christmas Cards’, in collaboration with Thinkerbell, to raise awareness and funds to tackle isolation this festive season.
According to Lifeline, one in three Aussies will experience loneliness this Christmas, so the crisis support service is trying to encourage people to reach out to their loved ones and support its mission through donations.
The cards come in packs of three – two of which feature traditional festival messages, while the third card features messaging referencing how many Aussies will experience loneliness over the holiday period.
They pair heartfelt imagery with unexpected phrases, featuring designs made by a team of illustrators.
“We believe creativity has the power to spark meaningful change,” said Paul Swann, executive creative tinker at Thinkerbell.
“‘Lonely Christmas Cards’ is a poignant reminder that Christmas isn’t joyful for everyone, and through this collaboration with Lifeline, we hope to inspire Australians to connect, support, and shine a light on the loneliness that is affecting so many.”
Lisa Cheng, executive director, marketing and fundraising at Lifeline, added: “We wanted to create a project that not only highlights the stark reality of loneliness but also inspires action.
“The ‘Lonely Christmas Cards’ remind us all of the power of connection and the importance of supporting those who might be struggling,” she continued. “By transforming a familiar tradition into a meaningful message, we hope to spark conversations and drive support for the vital work that Lifeline does.”
The campaign is also extended online to digital and social channels.
Credits:
Agency: Thinkerbell
Client: Lifeline
Production: Thinkerbell
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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