Lifeline 'Out of the Shadows' Campaign Film

Lifeline Out of the Shadows

ClientLifeline Australia
DateSeptember 10, 2021
SkillsCampaign

LifeLine Australia ‘Out of the Shadows’ Campaign

We want to say a heart felt thank you to the Lifeline Australia team for trusting us to help shine a light on their ambassador stories coming into World Suicide Prevention Day, September the 10th, 2021.

It has been such a humbling experience for our team to capture the moving stories of loss and messages of hope for their ‘Out of the Shadows‘ national awarness campaign. The 60+ campaign assets including video, stills and animatics featured across a range of national media placements with oOH! media, a range of sponsored social posts across Facebook, Instagram, YouTube and LinkedIn through to syndication across national broadcast media. From short social snippets through to long form interviews filmed with LifeLine ambassadors professional AFL player Archie Smith and father of two Raj Wilson the media has had over 170,000 views to date.

Thanks to the amazing Bake agency multi-state team working across NSW, QLD and VIC to help bring this national awarness campaign to life over the last couple months of lockdowns, outbreaks, AFL safety protocols, state border travel restrictions and 14 day quarantine periods.

It has a truly Herculean effort to successfully bring this campaign to life, warm thanks to everyone involved!

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01. Pre-production

In the lead-up to World Suicide Prevention Day 2021, we were honoured to partner with Lifeline Australia to produce the national ‘Out of the Shadows’ campaign. This powerful initiative brought together real stories of loss, resilience, and hope from Lifeline ambassadors across the country—during one of the most logistically challenging periods of the pandemic.

02. Solution

Spanning NSW, QLD, and VIC during lockdowns, outbreaks, and AFL protocols, we captured a wide variety of moving stories—ranging from long-form interviews to social-first cuts. Highlights included ambassador stories from AFL player Archie Smith and father-of-two Raj Wilson.

In total, we delivered over 60 campaign assets including video, stills, and animated pieces, which were distributed nationally across digital, social, and traditional media platforms—featuring prominently with oOh!media and receiving significant syndication across Facebook, Instagram, YouTube, LinkedIn, and national broadcasters.

03. The Result

The campaign was both powerful and far-reaching. With over 170,000 views across digital platforms to date, it helped raise vital awareness and started important conversations around mental health and suicide prevention in Australia.

From long-form stories to short, shareable snippets, this campaign proved the power of storytelling in saving lives. A heartfelt thanks to Lifeline and all involved.