Telstra launches campaign and report to end loneliness

Telstra has released both a campaign and a report aimed at bringing awareness to loneliness.

The campaign is targeted towards 18-39 year olds, the demographic which the ‘Talking Loneliness’ report found has the highest rates of loneliness.

The hero video for the campaign shows several Australians in a room, talking about their experiences with being lonely. The people are slowly lit up, showing the others in the room.

The campaign also has shorter videos of around 45 seconds, featuring individual stories such as Charlene, whose experience as a stay-at-home mother affected her mental health greatly.

Telstra CEO Andrew Penn said: “Telstra has been connecting people for more than 100 years and today everyone and everything is connected. Despite this there are so many people in the community who feel disconnected. As a company with connectivity at the heart of our purpose, we are shining a light on loneliness and its impacts.

“Sadly, there are many people in our community who are reluctant to speak up about something that is having significant consequences – it could be your brother, neighbour or workmate and you may never know.

“That’s why we wanted to challenge the preconceptions about who might be lonely and to encourage Australians to find a sense of connection through their shared experience.”

The report, which was conducted for Telstra by YouGov, found that 44% of Australians regularly feel lonely, and nine in ten have experienced loneliness, with 48% too embarrassed to admit it.

The report also found that 38% of the respondents have never felt lonelier than they have felt in lockdown. The study was conducted online between 6 – 12 September 2021 and included 3,047 Australians aged 18 years and older.

The campaign will be on digital and social.

The integrated campaign was developed in collaboration with Fuel Communications, Telstra’s integrated communications agency of record.

Telstra’s head of content and social media Oren Fixler in the Mumbrellacast spoke on how Telstra is seeking to have an increasingly confident and progressive voice.


Client: Telstra

Integrated communications agency: Fuel Communications, part of Herd MSL.

Creative Director Tom Sanders
General Manager Rami Mallis
Group Account Director & Media Strategist Yasmin Armes
Senior Account Manager & Publicity Sophie Roubicek
Account Executive & Publicity Sarah Keldie
Digital and content strategy lead Cameron Thorburn
Copywriter Nick Timms

Creative Production agency: Entropico

Director Harry Hunter
EP Tim Burnett
Producer Gus Kennelly
1st AD Annabel Mills
2nd AD Jakson Gray
DOP Tom Black
1AC Gary Morris
2AC Lex Adoncello
3AC Max Zagorski
Cam Op Emma Elias
OnSet Sound Andy Postle
Styling / BTS Sophia de Vries
Gaffer Tom Keyes
Bestie Alexander Wilson
Grip Richie Brown
Hair & Make-Up Amber Adams
HMU Assist Marisa Secerov
PA Chloe Hayman
Photographer Cole Bennetts
Digi Op Sean Foster
On Site Clinical Psychologist Dr. Kate Renshall
Virtual Clinical Psychologist Dr. Michelle Lim
Editors Andrea Chen, Ivan Lentell
Colour Grade Alina Bermingham
Score & Composition Rowan Dix
Sound Mix Rowan Dix, Bonnie Knight


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