Lifeline International calls for suicide decriminalisation in new Thinkerbell campaign

Trigger warning: This article contains discussions about suicide. Support is available from Lifeline on 13 11 14. 

Lifeline International has called on the global community to decriminalise suicide worldwide, creating an organisation set to tackle the issue, via its creative agency Thinkerbell.

25 countries around the world still view suicide as a crime, and Lifeline argues that is an ineffective deterrent that fails to prevent suicides, creates unnecessary legal frameworks that perpetuate stigma, deters help-seeking behaviours, and inhibits the establishment of crucial crisis support services, such as Lifeline.

Lifeline tapped its creative partner, Thinkerbell, to create a “compelling, but inclusive brand and identity”.

The brand and agency collaborated to conduct a significant global audit of data and cross-cultural interviews with experts and academics – and the insights led to the creation of the name, visual identity and design of the organisation – titled ‘Decriminalise Suicide Worldwide’.

“The name and identity we’ve created had to work hard, drawing much needed attention to the issue,” said Sesh Moodley, head creative tinker at Thinkerbell.

“Therefore we developed an extremely functional name, one where the name of the entity is the cause. So, even if all you read is the name of the organisation, we’ve communicated what we want to achieve.

“Further, the design style too is a graphic representation of the desired end state. A world free of people behind bars in prison for attempting suicide. As the movement creates impact, the bars will further fade away,” Moodley added.

Launched at Australia House in London last week, former Prime Minister and lawyer Julia Gilliard called on governments to unite in decriminalising suicide.

Nick Stravs, director – campaigns and communication at Lifeline International, said decriminalising suicide is a “massive, yet achievable” undertaking.

“We have a strong global call to action, and this identity work creates an impactful brandmark to help carry out our work and build global coalitions for change,” he said.

“We look forward to the bars disappearing.”


Client: Lifeline International

Naming and brand: Thinkerbell

Research: DOA


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