Lifeline launches new ‘Lifeline for Lifeline’ integrated fundraising campaign via Disciple
Disciple Sydney has created a pro bono campaign for Lifeline, Australia’s essential suicide prevention and crisis support service.
Rabbit Content’s Jesse James McElroy brought the simple idea to life, with stills photography by Andrew Fawcett.
Says Pete Buckley, creative partner, Disciple: “Lifeline is on the frontline protecting a growing number of Australians from suicide.
“It’s undoubtedly a great cause and a service we should all get behind. But in reality projects like this can’t exist without quality people donating their time to make it happen. We must give a special shout out to the sublime talents of Jesse, Alex, Lucas and the Rabbit production team, Andrew Fawcett for all the great stills, Dotti creative for the digital, and our producer Wendy Gillies. This is our first campaign work for Lifeline and we look forward to creating work for this important service in the future.”
Says Bob Gilkes, Acting CEO, Lifeline Australia: “Lifeline is an established suicide prevention service that is well known and well loved. But as with anything we need to remind Australians of
the importance of what we do and the unfortunate fact that saving lives requires significant funding. The ‘Lifeline for Lifeline’ campaign is a clear call to action and a fantastic fundraising platform for us to continue our work. A dedicated network of communications professionals have come together to assist us to bring this to life. On behalf of Lifeline we sincerely thank Disciple, Rabbit Content, The Atticism and Raised Collective for their dedication, commitment and support of our cause. Their generosity towards Lifeline is inspiring.”
This fully integrated campaign features film, digital, social and POS in Lifeline’s extensive network of stores.
If you’d like to donate, visit www.lifelineforlifeline.org.au.
Agency: Disciple
Creative Partner: Pete Buckley
Creative Partner: Tim Brown
Creative Team: Pete Buckley, Tim Brown, Scott Zuliani, Jason Leigh, Fernando Luz, Ilya Aronovich, Ben Ware
Head of Client Service: Libby Weston-Webb
Senior Account Manager: Bj Scoular
Planning Director: Kathy O’Connor
TV Producer: Wendy Gillies
Client: Lifeline Australia
Chief Engagement Officer: Adam Check
National Campaigns Strategist: Katherine Berney
Marketing Consultant: Janine Koorey @ Raised Collective
Production Company: Rabbit
Director: Jesse James McElroy
Executive Producer: Lucas Jenner
Producer: Alex Bray
Still Photographer: Andrew Fawcett
Post: White Chocolate
Audio: Nylon Studios
Voiceover: Grant Lyndon
10 Comments
Looking good, Jesse!
Weak.
How is that pro bono??
Are you saying that the whole campaign was done by the production company, actors post company etc etc for zilch?
bs
I’m sure Jesse deserves all the self generated praise Jesse gets. However, the validation seeking mad-men days are well and truly over so I’ve a few words of advice.
Whatever account you’re working on, start with an audience first focus. Then develop your idea with their needs at its core. Has your audience seen it before? Don’t do it. Is it borrowed interest? Stop. Does it add value? If not start again.
There you’ll find validation.
Well, I liked it. Fun spot, good cause.
Nice work.
I liked it too, simple, to the point.
Fuck yes this is funnier than Old Cd Guy’s levels of insecurity. Top fucken job boys!
@Wake up Collin, why don’t you wake up Jeff from the Wiggles, bash his head in with a Grey Nicholls, steal his skivvy and dance like Psyduck for 5 year olds. You won’t earn much, but at least you’ll be doing something better than making negative comments on someones hard work.
“Does it add value?”, motherfucker do you add any value to the industry with comments like this? No. Be gone wit ya big ass.
Well done to everyone involved on this one.
@420blazeit
WTF?
In all his/her rash machine-gun spray of vitriol @420blazeit was confused and forgot who he/she was responding to….
Hilarious….
420, you just stirred the bear…Hilarious