Lifeline Australia appoints Robyn&Leon to partner on new innovative crisis text service

Screen Shot 2018-04-12 at 11.34.42 am.jpgFollowing a competitive pitch independent Melbourne agency Robyn&Leon has been selected to develop a new communications and brand strategy for Lifeline Australia, including its emerging SMS-based crisis support and suicide prevention service.

Lifeline Australia CEO Bob Gilkes said the national charity, which was established in 1963, would benefit from the 'creative minds and new perspectives' offered by the Melbourne agency.
Says Gilkes: "We want to make sure Lifeline's 24/7 crisis support and suicide prevention services continue to reach more Australians, in new ways.

"In particular, our innovative SMS-based service is about taking Lifeline's offer of compassion, connection and hope, and making it available through a popular and modern communications tool.

"We have been really impressed at the way Robyn&Leon's team has immersed themselves in this project, valuing our own team's existing expertise and taking a truly collaborative approach - we're excited to work together towards a pilot of the service later in 2018."

Robyn&Leon director Leon Wilson said that, with Lifeline currently receiving about a million requests for help each year, his team is thrilled to be able to support the charity's lifesaving work.

Says Wilson: "Lifeline is an amazing organisation that is trying to prevent the devastating impact suicide has on individuals and families alike.

"We're extremely proud to partner with Lifeline in tackling this issue which is very close to our hearts."

For 24/7 crisis support and suicide prevention services, call 13 11 14 or visit


Annonnnn said:

Uh yes PLEASE - its hard to find SMS support lines in Australia (nearly impossible). I really want this to happen because i don’t ever want to talk to anyone and i refuse to talk to people especially about help so texting anonymously would make this a lot easier... WE NEED THIS IN AUS PLEASE

Misty said:

This is an important step in suicide awareness and prevention. Not everyone is comfortable talking to another person, and not everyone is able to make that private phone call. To be able to SMS someone and receive the same care and compassion and hope as anyone making a phone call would receive, is a huge step.

I sincerely hope that this takes off. It’s a much needed step in the right direction.

AngeD said:

I've just listened to Nancy Lublin's TED Talk and having a 24/7 crisis text line for Australia seems like an absolute no-brainer. I googled it and see that there has been funding almost 2 years ago and trials but no rolled-out service as yet - I really hope that this vital initiative just GETS MOVING!! Don't worry about making it perfect - you can fix it as you go - 80% will do!! I also really hope that the data you collect is made freely available to inform anyone who needs it. Maybe just start by using the model from the US? I realise that's probably oversimplifying it but it does seem surprising that there's not something more concrete out there already given the time and resources already put behind this? Good luck and don't overthink it! We're anxiously waiting for you :)

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