The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Radio & Audio for Good
Annual ID
OS24_RA028M
About the Work
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.
To create hype, they promoted the track just like any other record release. From street posters, to the PR interview circuit, to advertising on music platforms where fans listen most - Lifeline had young Aussies from all over reaching for their phones.
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. The best result? 1000’s of Gen Z’s connecting with Lifeline for the first time.
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.
To create hype, they promoted the track just like any other record release. From street posters, to the PR interview circuit, to advertising on music platforms where fans listen most - Lifeline had young Aussies from all over reaching for their phones.
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. The best result? 1000’s of Gen Z’s connecting with Lifeline for the first time.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Thinkerbell
Client / Brand
Lifeline / Sydney
Chief Creative Officer
Paul Swann
Designer
Luke Sikora
Executive Creative Director
Sesh Moodley
National Chief Creative Officer
Jim Ingram
Senior Art Director
Morgan Greenway
Senior Copywriter
Lucas Fowler
Senior Designer
Simon Kakos
Account Director
Sarah Siv
Account Director (PR)
Francesca Di Stefano
Account Manager
Alexia Johnson
Client Service Director
Alice Tschuchnigg
Executive Director, Marketing & Fundraising
Lisa Cheng
Group Account Director (PR)
Taylor York
Head of Owned Media
Jess Torpy
Head of Strategic Partnerships & Campaigns
James Duffy
Musician
Ruel Ruel
National Production Head
Grant Anderson
Owned Media
Beth Cullen
Senior Account Director (PR)
Catherine Tomlinson
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