What do Janis Joplin, Jimi Hendrix, Amy Winehouse and Kurt Cobain have in common? They are tragically all part of a macabre union: The 27 Club. Now, Lifeline and DDB have flipped the infamous club on its head with the launch of The 72 Club.
The campaign features a group of Kiwi musicians including Suzanne Lynch and Larry Morris recreating Joplin's iconic 1970 song 'Piece of My Heart'. As well as launching the campaign online and in print, the single is also available on iTunes and Spotify.
The music video features older people enjoying a 72nd birthday party with family and friends. The joyous campaign aims to be a reminder of a full, well-lived life. The video is supported by a photo series of people wearing a 'Piece of My Heart' t-shirt – which are available to buy.
All proceeds from The 72 Club song and campaign will go to Lifeline – New Zealand's leading provider of suicide crisis, counselling and community helplines. The aim is to assist Lifeline in continuing to deliver these vital services.
Despite not all members of The 27 Club dying by suicide, the club has long been associated with self-destructive behaviours. The 72 Club encourages Kiwis to seek help when it is needed, allowing them to continue to enjoy a life well-lived.
Lifeline executive director Glenda Schnell says the aim is that no person's call goes unanswered.
"Lifeline wants to support Kiwis so they can live the best lives they can. Life can be a struggle for anyone, so it's important people have access to our qualified staff and well-trained volunteers who listen and provide reassurance.
"Every month, Lifeline receives around 10,000 calls. Our calls from people who are at high risk of suicide have doubled over the past three years. Every contact with a suicidal person is an opportunity to intervene, to reduce the distress felt and potentially save a life."
According to Lifeline, one in five people have experienced suicidal thoughts at some point in their lives. The Coroner's latest provisional statistics indicate that 668 people committed suicide in 2017-2018, 1.7 times the road death toll. A conversation with Lifeline can make a huge difference to people's lives – which is why this campaign aims to drum up awareness for the services.
"We know that access to support and intervention in times of crisis saves lives. At Lifeline, we want all calls from people in need to be answered, so that Kiwis can go on to live to 72 and beyond," Schnell says.
If you need help dealing with a difficult time in your life, call 0800 LIFELINE or free text HELP to 4357.
Production company: The Sweet Shop
Director: Dylan Pharazyn