Ruel creates exclusive new song, only available via Lifeline in unique campaign from Thinkerbell
Lifeline Australia, in partnership with indie agency Thinkerbell, has launched a unique experiential campaign – where people can dial in on ‘The Release Line’, donate to Lifeline and listen to Aussie pop artist Ruel’s exclusive newest single.
The project is a world-first dial and donate, and celebrates Lifeline’s sixty years in Australia.
The campaign aims to raise much needed funds for the organisation, and the more the song is heard, the more Aussies in crisis are heard, with the donations going directly towards ensuring the non-profit organisation can meet the growing demand for crisis support.
The single, titled ‘The Weight’, explores reaching out to loved ones who need support. It is only available via the Lifeline release line phone number or website.
Head creative tinker at Thinkerbell, Sesh Moodley, said: “For six decades, Lifeline’s phone line has been supporting Aussies in crisis. This year, we’re using a phone line to help Lifeline.
“‘The Release Line’ is a unique format as an ongoing way to drive donations, and we’ve planned more artists to take part in the new year.”
Lifeline’s executive director, marketing and fundraising, Lisa Cheng, added: “As we approach our 60th birthday, Lifeline is supporting more Australians than ever before, and we wanted to do something meaningful, but with impact.
“‘The Release Line’ was born out of desire to raise much needed funds, but also, give Aussies something back for their support with a beautiful, new track from Ruel,” she said.
The project will roll out across earned media, BVOD, OOH, digital and social, including a dedicated microsite for donations.
To listen and donate, Aussies can call 1300 004 002, or internationally on +61 2 8039 3349 or head to lifeline.org.au/releaseline.
Support is available from Lifeline on 13 11 14.
Credits:
Client: Lifeline Australia
Creative, earned and media: Thinkerbell
Phone line: Card Access Services
Website: Fundraisin
IVR: Card Access Services
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Lauren McNamara is a journalist 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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