We took common Christmas greeting phrases, decorated them with typical colours and patterns, then inserted the copy ‘Between the Lines’ – revealing a message from someone who’s not as full of Christmas cheer, once you get closer.
The campaign was initially created for Woolworths staff, encouraging team members who needed support to use their free-call Assist line or Lifeline.
Woolworths’ support services and Lifeline reported an uplift in calls during times when the posters were displayed. More executions and a non-seasonal round were soon commissioned.
After the success of the Woolworths posters, the campaign was picked up by Lifeline.