Lifeline Australia has launched The Release Line, a number fans can dial and donate, to exclusively listen to ARIA winning artist Ruel’s newest track, The Weight.
The Release Line is launched to mark six decades of Lifeline Australia’s efforts in helping those in crisis in Australia.
Australian pop prodigy Ruel, who boasts an array of chart defining hits including Painkiller (285 million streams on Spotify) and Dazed & Confused (227 million streams), is releasing a new single via ‘The Release Line to help raise funds for Lifeline Australia.
Titled The Weight, the track explores reaching out to loved ones who need support, will only be available to be listened to via the new Lifeline Release Line on 1300 004 002 (internationally on +61 2 8039 3349) or by visiting lifeline.org.au/releaseline.
The more the song is heard, the more that Australians in crisis are heard, with the fee going towards ensuring Lifeline Australia can continue to meet the growing demand for crisis support.
Sesh Moodley, head creative tinker at Thinkerbell, said for six decades, Lifeline’s phone line has been supporting Australians 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," said Moodley.
Lisa Cheng, executive director, marketing and fundraising, from Lifeline, said as the service approaches its 60th birthday, Lifeline is supporting more Australians than ever before.
"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 Australians something back for their support with a beautiful, new track from Ruel," she said.
The Release Line will be brought to life across earned, BVOD, OOH, digital and social, including a dedicated microsite for donations.
The song will be available to listen exclusively on ‘The Release Line’. To listen and donate as little as $5, call 1300 004 002 locally, or internationally on +61 2 8039 3349 or head to lifeline.org.au/releaseline for more details.
Credits:
Client: Lifeline Australia
Creative, Earned and Media: Thinkerbell
Phone Line: Card Access Services
Website: Fundraisin
IVR: Card Access Services
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