Youthline has partnered with Droga5 ANZ, part of Accenture Song, to launch a nationwide donation campaign supporting young people in crisis.
A registered charity and trusted name in youth mental health for more than 55 years, Youthline has been operating as a 24/7 helpline since 2023. The shift follows research that showed nighttime is a high-risk period for young people in distress. As demand grows, the organisation urgently needs public support to ensure every call and text can be answered.
The donation campaign ran across New Zealand in December, spanning out of home, mall media, social, online and radio. Each touchpoint is anchored by one clear message: Help us answer.
Call to action
Using a visually driven, typographic-led concept, the creative work highlights the reality that rangatahi are reaching out right now, and that Youthline must be there when they do, says the helpline.
Every execution also directs New Zealanders to donate at youthline.co.nz, reinforcing the tangible impact of their support.
Life-changing, and sometimes life saving
Anastasia Potter, general manager fundraising and marketing at Youthline, says: “Every call or text we answer can be life-changing, and sometimes life saving.
“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.”
Droga5 ANZ chief creative officer Damon Stapleton adds: “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.”
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