Some of Australia's leading brands are donating 30-second TV and radio placements to crisis support charity Lifeline to raise awareness of its suicide prevention services.
The not-for-profit organisation's services have never been in greater demand with calls for help coming in every 30 seconds.
Lifeline executive director, marketing and fundraising Lisa Cheng says The 30 Seconds To Save A Life campaign is vital to helping the organisation fill its $5 million fundraising gap.
"If you are a large corporation and buy 30 second TV or radio spots, please help us by donating 30 second airtime placements, to help us answer a call from someone in crisis, every 30 seconds," Cheng says.
The campaign was created by Lifeline's agency partner Thinkerbell.
"To help Lifeline achieve their fundraising goal, we’ve been contacting large complex organisations and asking them if they'll donate some of their 30-second spots to help Lifeline answer a call for help every 30 seconds," Thinkerbell creative director Paul Swann says.
"From a number of organisations, we are hearing an instant yes. It's a simple idea and directly helping one of the most essential services in Australia at a time when the organisation needs our help more than ever.”
Foundation brands that have chosen to donate 30-second ad placements include Woolworths, Westpac, Bunnings, Uncle Tobys, Vegemite, Officeworks, Old El Paso, Haagen-Dazs and Channel 7.
Branded TVCs will start running from Wednesday April 22.
Any organisations who wish to donate some 30-second placements to Lifeline to help the organisation answer a call for help every 30 seconds, please contact 30seconds@thinkerbell.com.
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