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Major retailers and brands support Lifeline amid rising call volumes

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Woolworths, Uncle Toby’s, Vegemite and Old El Paso are partnering with non-profit suicide prevention service Lifeline to help raise funds for the organisation and encourage struggling Australians to reach out for help during these tough times.

According to Lifeline, the service experienced a 25 per cent rise in phone calls in March, equating to a call every 30 seconds. The organisation expects to respond to over one million requests for support this year. 

Due to coronavirus, funding revenue has been reduced for Lifeline’s centres across the country and the non-profit needs to raise funds to fill the gap.

“At the same time we are seeing our revenue drop, the pressure on our services is growing,” said Lifeline chairman John Brogden in a statement.

“We are experiencing the highest ever calls in our 57-year history. And the longer the lockdown lasts, the more people will become anxious and lonely.”

Brogden expects the volume of calls to continue to rise “as the impact of business closures, social isolation, health concerns and financial stress continue to take a toll on Australians’ mental health”.

To help promote Lifeline’s services, each of the participating businesses have donated 30 seconds of their corporate advertising as part of a national campaign called ‘The 30 Seconds to Life’. 

It’s essential Australia comes together during these challenging times, and General Mills through Old El Paso and Haagen-Dazs is pleased to play a part in supporting the most vulnerable in our community,” Cameron Hardacre, senior marketing manager of Global Brands at General Mills Australia told Inside FMCG.

“By donating a portion of our 30 second advertising spots to Lifeline, we are helping raise awareness and much-needed funds for suicide prevention services that have never been in greater demand.”

Other brands involved include Bunnings, Officeworks, Westpac and Channel 7.

Businesses interested in donating 30 second placements to Lifeline should contact:

If you or someone is feeling overwhelmed, you can contact Lifeline here:


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