Lifeline: The Release Line

In 2023, the Australian government named suicide as the leading cause of death for Gen Z. With Gen Z also being the least-likely audience to call Lifeline (Australia’s longest running crisis-support service), there was a dire need to engage with those most at-risk.

To ensure they were top of mind, Lifeline worked with international teen idol and mental health advocate, Ruel, to write and release an exclusive never-before-heard song about the importance of reaching out. The catch? The only way to hear the highly-anticipated song was via a dedicated phone line, similar to their iconic 13 11 14 support line.

Not only did The Release Line get people listening, but talking as well. The phone-line took over youth-lead media, generating a reach of 21.7m, with 5.7m impressions and 100% positive sentiment, giving Lifeline a significant brand lift and preference as the go-to support service for young people.