Lifeline pokes fun of all the different ‘days’ reminding Australians to ‘give a lifeline’

Lifeline has promoted its suicide prevention and crisis support service by reminding Australians it is not just another ‘day’.

In the first work from Disciple, the ‘Lifeline for Lifeline’ campaign pokes fun at all the different ‘days’ workplaces often have listing “no shoes day”, “dress as a man day”, “yoga day”, “toga day”, “come as a man day”, “casual wednesdays” and “tangerine shirt week”.

The 30 second commercial shows people from an office dressed in different costumes with different animals to represent all the varying ‘days’.

The ad aims to remind people November 1 is more than just a day it is when Australians can give “a lifeline for lifeline”, encouraging people to donate to the organisation.

Bob Gilkes, Acting CEO, Lifeline Australia, said in a statement: “As with anything we need to remind Australians of the importance of what we do and the unfortunate fact that saving lives requires significant funding.

“The ‘Lifeline for Lifeline’ campaign is a clear call to action and a fantastic fundraising platform for us to continue our work. A dedicated network of communications professionals have come together to assist us to bring this to life.”

Pete Buckley, creative partner at Disciple, said: “Lifeline is on the frontline protecting a growing number of Australians from suicide. It’s undoubtedly a great cause and a service we should all get behind. But in reality projects like this can’t exist without quality people donating their time to make it happen.”


  • Agency: Disciple
  • Creative Partner: Pete Buckley
  • Creative Partner: Tim Brown
  • Creative Team: Pete Buckley, Tim Brown, Scott Zuliani, Jason Leigh, Fernando
  • Luz, Ilya Aronovich, Ben Ware
  • Head of Client Service: Libby Weston-Webb
  • Senior Account Manager: Bj Scoular
  • Planning Director: Kathy O’Connor
  • TV Producer: Wendy Gillies
  • Client: Lifeline Australia
  • Chief Engagement Officer: Adam Check
  • National Campaigns Strategist: Katherine Berney
  • Marketing consultant: Janine Koorey @ Raised Collective
  • Production Company: Rabbit
  • Director: Jesse James McElroy
  • Executive Producer: Lucas Jenner
  • Producer: Alex Bray
  • Stills photography: Andrew Fawcett
  • Post: White Chocolate
  • Audio: Nylon Studios
  • Voiceover: Grant Lyndon

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