Lifeline says ‘Suicide Doesn’t Discriminate’ in new project via Thinkerbell

As World Suicide Prevention Day approaches, Lifeline and Thinkerbell have launched a stigma-breaking awareness project, ‘Suicide Doesn’t Discriminate’.

The project brings together people who lead very different lives to interview each other and share their stories.

The first film, ‘Ian and Emily’, sees a military veteran and young engineer share their lived experiences of feeling suicidal.

The second film, titled ‘Danny and Imbi’, features a proud Worimi man and a loving wife and mother interview one another, connecting over their powerful stories and shared experiences.

Paul Swann, executive creative tinker at Thinkerbell, said: “The real stories to come out of the work resoundingly prove that you can come from anywhere, have any job, do anything and still struggle with suicidal ideation.”

Lifeline’s executive director, marketing and fundraising, Lisa Cheng, added: “We’re proud to help more people learn and understand that you can come from any walk of life and still go through a crisis.

“It’s important to bring these stories to the forefront so that other people who are struggling face no barriers in reaching out and getting the help they need,” she said.

The campaign is rolling out nationally across BVOD, OOH, digital, and social in the lead up to World Suicide Prevention Day on September 10.

Support is available from Lifeline on 13 11 14. 

Other assets:

Danny and Imbi


Client: Lifeline

Creative, earned and media: Thinkerbell

Production: Chisel


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