Industry
Insurance
Summary
A stand-out example of a highly focused and effective partnership which has tangible benefits for the charity, for the workplace and the wider community.
Success Factors
Identifying a genuine community need and opportunity within Lifelines services and collaborating on a solution where nib could add value through multiple channels and business functions.
About Lifeline Australia and nib
Lifeline is a national charity providing all Australians experiencing emotional distress with access to 24 hour crisis support and suicide prevention services. nib empower members to make better decisions and improve health outcomes through greater accessibility to affordable health services and information. The partnership enhances nib’s employee giving program, nibGive, which encourages and supports employees to get involved in a broad range of community volunteering and giving initiatives, helping live nib’s value of ‘our footprint matters’.The Challenge
Lifeline and nib identified a gap in mental health support for individuals prior to reaching crisis point. This was underlined by the significant demand for accessible mental health resources, through 65,653 unique toolkit downloads in a 12month period. Additional research indicated that many individuals who died by suicide had not sought prior mental health support.
The Solution
Lifeline and nib decided to collaborate on developing a digital platform, offering personalised mental health resources that addressed both immediate and preventative needs. From an initial beta phase of the Toolkit, a full launch to market was co-promoted using social media, online and out of home advertising, ambassador promotion and marketing channels.
The Support Toolkit team ran an informative showcase session for nib’s Clinical, Product and Marketing teams, sharing project learnings and outcomes. This helped start exploratory conversations on how nib can share the Support Toolkit with its members.
In times of crisis, nib has referred employees to Lifeline information and resources, such as during the aftermath of the Bondi incident. nib’s mental health first aiders also benefitted from Lifeline training sessions and Lifeline resources have featured in nib’s mental health month employee activations.
To strengthen the partnership and toolkit initiative results, nib also encouraged employees to get involved in payroll giving, fundraising and volunteering initiatives with Lifeline.
The Results
The Toolkit has supported 420,496 Lifeline users in a full 12month period, far exceeding the initial target of 200,000 users. Moreover, 81% of users found the Toolkit's content helpful, underscoring the initiative's effectiveness.
In September 2023, nib participated in Lifeline’s annual Out of the Shadows Walk, a key fundraiser for crisis support services. They collectively walked 321km, hosted five morning teas, and raised over $4,500, with nib foundation matching the donation, bringing the total to over $9,000. Over this partnership period, employee engagement at nib was high, with a 77% engagement score.
