Telstra Calls On Aussies To Start A Conversation About Loneliness In New Initiative Via Fuel Communications

Telstra Calls On Aussies To Start A Conversation About Loneliness In New Initiative Via Fuel Communications
B&T Magazine
By B&T Magazine



Telstra today released its latest campaign addressing the growing issue of loneliness in Australia after its Talking Loneliness report revealed 44 per cent of Australians regularly feel lonely, and nine in ten have experienced loneliness , with half (48 per cent) too embarrassed to admit it.

To help start the conversation and destigmatise loneliness, Telstra has released a video series featuring nine real Australians sharing their own stories of loneliness and a dedicated hub with resources and support tools: telstra.com/loneliness

The Talking Loneliness report also revealed:

  • More than half (54 per cent) of Australians say they “often” or “sometimes” lack companionship
  • A quarter (24 per cemt) of Australians don’t feel they have anyone to talk to], with Gen Z (32 per cent) and Millennials (26 per cent) the most likely age groups to feel this way
  • Over a third (35 per cent) of Australians admit they rarely or never feel like they are part of a group of friends
  • Almost two in five (38 per cent) Australians say they have never felt lonelier than they have felt in lockdown

“Telstra has been connecting people for more than 100 years and today everyone and everything is connected. Despite this there are so many people in the community who feel disconnected. As a company with connectivity at the heart of our purpose, we are shining a light on loneliness and its impacts,” said Telstra CEO, Andrew Penn

“Sadly, there are many people in our community who are reluctant to speak up about something that is having significant consequences – it could be your brother, neighbour or workmate and you may never know.

“That’s why we wanted to challenge the preconceptions about who might be lonely and to encourage Australians to find a sense of connection through their shared experience,” said Penn.

The integrated campaign was developed in collaboration with Fuel Communications, Telstra’s integrated communications agency of record, with the video series produced by Entropico.

The research was conducted for Telstra by YouGov in September 2021 in consultation with leading loneliness researcher and clinical psychologist Dr. Michelle Lim. It highlights the growing issue of loneliness in Australia and explores its impact on individuals, communities and society at large.

Campaign Credits:

 

Client: Telstra

 

Integrated communications agency: Fuel Communications, part of Herd MSL.  

  • Creative Director Tom Sanders
  • General Manager Rami Mallis
  • Group Account Director & Media Strategist Yasmin Armes
  • Senior Account Manager & Publicity Sophie Roubicek
  • Account Executive & Publicity Sarah Keldie
  • Digital and content strategy lead Cameron Thorburn
  • Copywriter Nick Timms

 

Creative Production agency: Entropico

  • Director Harry Hunter
  • EP Tim Burnett
  • Producer Gus Kennelly
  • 1st AD Annabel Mills
  • 2nd AD Jakson Gray
  • DOP Tom Black
  • 1AC Gary Morris
  • 2AC Lex Adoncello
  • 3AC Max Zagorski
  • Cam Op Emma Elias
  • OnSet Sound Andy Postle
  • Styling / BTS Sophia de Vries
  • Gaffer Tom Keyes
  • Bestie Alexander Wilson
  • Grip Richie Brown
  • Hair & Make-Up Amber Adams
  • HMU Assist Marisa Secerov
  • PA Chloe Hayman
  • Photographer Cole Bennetts
  • Digi Op Sean Foster
  • On Site Clinical Psychologist Dr. Kate Renshall
  • Virtual Clinical Psychologist Dr. Michelle Lim
  • Editors Andrea Chen, Ivan Lentell
  • Colour Grade Alina Bermingham
  • Score & Composition Rowan Dix
  • Sound Mix Rowan Dix, Bonnie Knight

 

 




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