Free Subscription

  • Access 15 free news articles each month


Try one month for $5
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • Exclusive Masterclass access. Part of Retail Week 2021

Major retailers support Lifeline amid rising call volumes

Officeworks, Woolworths and Bunnings 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’. 

“We are really proud to be joining other Australian brands and supporting Lifeline through this life-saving campaign. It couldn’t be a more important time to help raise awareness and funds for their services, which we know have helped so many Australians in need,” Officeworks’ general manager marketing Jessica Richmond told Inside Retail.

Other brands involved include: Westpac, Uncle Toby’s, Vegemite, Old El Paso, Haagen-Dazs, 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:


13 11 14: 24 hours a day, 7 days a week


0477 13 11 14: 6pm – midnight, 7 nights

Online chat 7pm – midnight, 7 nights

You have 7 free articles.