AUCKLAND, Today: A new nationwide donation campaign sees Youthline team up with Droga5 ANZ, part of Accenture Song, to back young people in crisis across Aotearoa.
Youthline has supported youth mental health for more than 55 years and now runs a 24/7 helpline, expanded in 2023 after research showed nighttime is a high-risk period for Rangatahi needing help.
With demand rising, Youthline needs public support to ensure every call and text gets answered, especially as more young people reach out during moments of real distress.
The December campaign rolled out nationwide across out-of-home, mall media, social, online and radio, all built around one simple line: Help Us Answer.
That line works as headline, call to action and donation mechanic, making it clear exactly how New Zealanders can help when it matters most.
The creative is deliberately stripped back, using bold typography to spotlight a simple truth, young people are reaching out right now, and Youthline must be there.
“Our job was to remove the noise and focus on the simplest, most powerful truth: Youthline needs donations to answer every call.” – Damon Stapleton, Chief Creative Officer at Droga5 ANZ
Every execution points directly to youthline.co.nz, reinforcing how donations translate into real, immediate support.
Pressure on the helpline continues to grow, with a third of all calls now coming from young people at risk of harm, leading to up to three emergency interventions every day.
Youth mental health can feel overwhelming for donors, but this campaign makes the connection clear, donations help Youthline answer in the exact moment a young person reaches out.
Anastasia Potter, GM Fundraising and Marketing at Youthline said, “Every call or text we answer can be life-changing, and sometimes lifesaving. But we can only continue to be there with the support of New Zealanders.
“This campaign captures the urgency and simplicity of what we need right now: donations that help us answer. We’re asking Aotearoa to stand with our young people and give at youthline.co.nz.”
Damon Stapleton, Chief Creative Officer at Droga5 ANZ added, “When a young person reaches out to Youthline, that moment matters.
“Our job was to remove the noise and focus on the simplest, most powerful truth: Youthline needs donations to answer every call. ‘Help Us Answer’ says exactly that – clearly, directly and everywhere.”
- Click here to donate: youth-christmas-appeal.raiselysite.com
CREDITS
Client: Youthline New Zealand
CEO: Shae Ronald
GM Fundraising and Marketing: Anastasia Potter
Senior Direct & Digital Marketing Specialist: Elijahh Raki
Creative Agency: Droga5 ANZ, part of Accenture Song
Chief Creative Officer: Damon Stapleton & Barbara Humphries
Principal Director: Steve Kane
Chief Strategy Officer: Stevie Weber
Group Business Director: Ruth Coulson
Business Manager: Lily Tootill
Executive Creative Directors: Christie Cooper & James Conner
Senior Art Director: Erin Clarke
Senior Copywriter: Katrina Menary
GM & Executive Producer: Rosie Grayson
Integrated Producer: Callum Crabb
Lead Designer: Lucinda Fortescue-Hansen
Senior Finished Artist: Lisa Stowers
Intermediate Graphic Designer: Vivian Heng
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