Between the Lines.

WOOLWORTHS GROUP & LIFELINE AUSTRALIA
Not merry for everyone.
For some of us, Christmas can be the hardest time of the year. We found an eye-catching, unconventional way to deliver that message, and give support to thousands of people struggling with the holidays.

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.

Woolworths LifeLine Christmas
Woolworths LifeLine Christmas

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.

Woolworths LifeLine Christmas
Woolworths LifeLine Christmas

After the success of the Woolworths posters, the campaign was picked up by Lifeline.

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