The Brand Agency helps Lifeline turn lives around

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Lifeline WA has launched an attention grabbing campaign, via The Brand Agency, encouraging people to call Lifeline, with an engaging press ad using the paradox of an upside down smile.


Nathan Teoh, The Brand Agency’s Head of Art said, “The minimal approach and maximum use of white space was designed to stand out in an otherwise busy environment. We wanted to make people stop and think, encouraging them to rotate the page and read the very important message”.

Lifeline’s Lorna MacGregor said that building awareness for Lifeline and their Telephone Crisis Support Service was important for the community.

“On average one West Australian is taking their own life every day of the year. We’re taking over 47,000 calls a year, but we will always take more, and we are always looking for more corporate support.”

Client: Lifeline, Lorna MacGregor
Account Management: Katrina Strugnell
Executive Creative Director: Marcus Tesoriero
Creative Director: Dean Hunt
Head of Art: Nathan Teoh

The Brand Agency helps Lifeline turn lives around