QLife: 'talk it out'

Independent creative agency Frost has created a new brand identity and launch ad campaign for a national telephone counseling service for Lesbian, Gay bisexual, Transgender and Intersex (LGBTI) Australians.

The phone line is designed to be an early intervention for mental health issues experienced by LGBTI Australians.

It operates under the new umbrella brand QLife which is a national project headed by The National LGBTI Health Alliance in partnership with state-based counseling services in QLD, NSW, Victoria, SA and WA. The QLife brand name was derived from the word Queer.

Frost won the work in a competitive pitch. It was commissioned by Twenty10 on behalf of The National LGBTI Health Alliance.

The ‘talk it out’ strapline communicates QLife’s purpose as a support system and ‘out’ is a reference to the goal of being open with your sexuality and comfortable.

The integrated ad campaign includes cinema, radio, print, digital and outdoor executions which focus on ‘inner voices’ and how QLife can help.

Vince Frost, founder and ECD of Frost, said: “We believe that design has the power to transform lives in a positive way,” said Frost*. “We’ve been working for some time in this space and tone is very important here. QLife offers a vital service to a community of people that can find themselves incredibly vulnerable at certain periods in their lives. We hope this brand and campaign will work hard will deliver this message to the people who need to hear it most”.

Ross Jacobs, national clinical director at QLife, added: “Mental health and wellbeing is a real issue for LGBTI people and services to support this community, especially young or isolated people and those just coming out, are critically important.

“The brand and campaign work from Frost* has given us strong, cohesive, single-minded platform to reach people with our message of support. We’re very excited to see this roll out and reach more people with our service.”

CREDITS: Client: QLife Creative Agency: Frost* Executive Creative Director: Vince Frost Creative Director: Ant Donovan Design Director: Benjamin Hennessey Account Director: Katherine Monk Media Agencies: Pink Media Group / Universal Media Cinema Production Company: Splice Films Cinema Animation: Gary Nicholson Radio and Cinema Sound Design: Dean Francis

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