Crisis support service Lifeline has partnered with Thinkerbell to raise awareness and funds to address the issue of loneliness during the festive season through a project called 'Lonely Christmas Cards'.

The cards, designed by a team of illustrators, reimagine traditional holiday greetings as reminders of the emotional struggles many face during Christmas.

The cards are sold in packs of three, with two featuring traditional messages, while the third references loneliness over the holiday period. The campaign extends to digital and social channels, aiming to reach a wider audience and generate more support for the cause.

Executive creative tinker at Thinkerbell, Paul Swann, said: "We believe creativity has the power to spark meaningful change. ‘Lonely Christmas Cards’ is a poignant reminder that Christmas isn’t joyful for everyone, and through this collaboration with Lifeline, we hope to inspire Australians to connect, support, and shine a light on the loneliness that is affecting so many."

Lifeline’s executive director, marketing and fundraising, Lisa Cheng, said: "We wanted to create a project that not only highlights the stark reality of loneliness but also inspires action. The ‘Lonely Christmas Cards’ remind us all of the power of connection and the importance of supporting those who might be struggling. By transforming a familiar tradition into a meaningful message, we hope to spark conversations and drive support for the vital work that Lifeline does."