The Broken Heartline

A world-first helpline for the broken hearted

Creative Concept / Copywriter

Love Better


  • Axis
                                                     
    3x Silver
    5x Bronze

    Best Awards
                                                     
    1x Finalist

Broken hearts can lead to bigger harm.

The Broken Heartline. A first of its kind initiative backed by the NZ Government. The world's only helpline 100% dedicated to helping rangatahi/young people through the pain of break-ups. Providing support when they’re hurting most — and protecting them from the further harm that often comes as a result.
To speak to young people in the moments they’re really feeling it, we created five unique broken hearts that each express the raw realities experienced by rangatahi in a break-up: sadness, jealousy, loneliness, anger, and getting wasted. Not sugar-coated emotions. Raw, real, gnarly. The way our audience was really feeling.
The Broken Heartline is running 24/7. Posters hit our audience everywhere; from outside schools and universities, to inside counsellor’s offices. Time-targeted GIFs on TikTok intercept the late-night doomscrolling and lead them to content that can help through the hurt at @lovebetternz.

Posters got the freshly broken-up texting the emotion they were feeling to The Broken Heartline, connecting them with someone who could help.

Time-targeted TikToks intercepted the doomscrolling and lead the broken hearted to content that helped them #lovebetter

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