Lifeline: Turning lives around

On average, one West Australian is taking their own life every day of the year. Lifeline are often the last line of support taking over 47,000 desperate calls annually from potential suicide victims. To draw attention to the issue and encourage people to call Lifeline, The Brand Agency launched an attention-grabbing campaign, beginning with an upside-down print ad that utilises the paradox of an upside-down smile. When the ad is turned the right way around, a smile then appears, featuring the Lifeline logo and phone number.