We partnered with Lifeline Northern Beaches, Mosman to Kirribilli to create a mission video that tells a story not just about a service, but about community.
Content note: This video includes references to suicide. If you or someone you know needs support, you can contact Lifeline on 13 11 14, 24 hours a day.
The Brief
The brief was simple but powerful: move beyond the perception of “just a crisis line” and capture the full impact of Lifeline’s role in the community, through the eyes of the people who live it every day.
Why It Matters
Mental health challenges, loneliness, grief, crisis; these experiences don’t discriminate. At some point, they touch all of us, or someone we love. That’s why Lifeline’s presence in the Northern Beaches, Mosman to Kirribilli is so vital. It’s a network of real people – volunteers, counsellors, help seekers – showing up day after day for their community.
Key Considerations
- Shift the perception beyond “just a crisis line”
- Handle mental health stories with care and confidentiality
- Avoid emotional manipulation; stay trauma-informed
- Ensure authentic representation
- Cut through a crowded charity space with a local, human story
- Create content usable across digital, in-person and internal channels
Our Approach
- Focused on real voices – staff, volunteers, lived experience
- Kept tone calm, warm and grounded in trust
- Filmed real-life moments to show the work in action
- Produced one hero video with cutdowns for different audiences
- Delivered in multiple formats and aligned with brand and accessibility needs
The Results
Some of the feedback from the Lifeline Northern Beaches team
“I’m incredibly proud to be part of Lifeline Northern Beaches, Mosman to Kirribilli – both as a Board member and a crisis supporter on the phone lines. Many people go through tough times at some point, and in an increasingly divided world I find a lot of comfort in the knowledge that Lifeline exists, there to offer connection and non-judgemental support in people’s darkest times. Everyone is doing it tough at the moment. Charities like Lifeline are feeling the brunt too, with charitable giving reducing while demand for our services increases. The video below showcases some of the vital work our incredibly talented team does – but it takes funds to train people with the advanced skills to be able to answer the phones in someone’s hour of need.”
“Suicide is deeply personal and has touched my local community in ways that are heartbreaking and lasting. The pain is real, and the consequences are devastating. But so is the hope that comes from compassionate support, open conversations, and tireless advocacy & education. I am so proud to be part of Lifeline Northern Beaches, Mosman to Kirribilli – we don’t shy away from the hard conversations, but instead meet them with empathy, strength, and unwavering commitment. Every call answered, every conversation held, and every moment of listening is a step toward healing, so that we can “take suicide off the table.”
“This was such a special project to work on and we thank those who were brave enough to be vulnerable and to our partner Laundry Lane for genuinely capturing our cause with such sensitivity.”
Here’s what our producer Claire Cooper-Southam said about the project
“Working on this project with the Lifeline Northern Beaches, Mosman to Kirribilli team was really special. Everyone has been touched by suicide in some way, and hearing from the people who give so much of their time and passion to support our community was incredibly powerful. It’s an honour to share their story and support this critical work.”
This was one of those projects that reminds us why storytelling matters. We’re proud to help amplify the voices of organisations like Lifeline Northern Beaches, Mosman to Kirribilli, who remind us what it means to care for one another.
