Lifeline Lonely Christmas Cards

Christmas is meant to be a joyous time, but for 1 in 3 Australians, it’s the loneliest time of year - making millions of people more vulnerable to suicide. Calls to Lifeline spike this time of year, so we needed a fundraising campaign to help cope with the increased demand. We knew that despite the loneliness faced by many, each year hundreds of thousands of Aussies send out Christmas cards to spread joy and connection. So, we challenged tradition and turned the iconic Christmas card on its head - putting loneliness at the centre of the message to encourage connection and drive donations to Lifeline.

Working with illustrators and taking cues from traditional designs, we created packs of 3 cards, with one “lonely” card standing out to represent the 1 in 3 Australians who feel alone at Christmas. Senders were urged to reach out to people in their lives who might be silently struggling.We featured the Lonely Christmas Card designs in targeted print, social and digital campaigns. We expanded further, with shopping centre placements during the busy holiday rush. The campaign achieved 11.8 million impressions and a 17.9% uplift in donations to Lifeline.

Pringles x Sydney Kings

Lifeline Suicide Doesn't Discriminate