Humans of Lifeline — National Marketing Manager – 13YARN
Nikita Ridgeway
“Mental health is a big component within our community and isn't really spoken about much. It's still very taboo. We are trying to break that stigma down.“
What connects you to lifeline?
I'm the marketing specialist here at 13 YARN, I also created much of the brand. These designs you see on my shirt here, this is all me. I'm a graphic designer by trade and I've been running my design business for thirteen years, I've built brands for all sorts of big companies across the country.
I had so much fun putting my time into 13 YARN. I wanted to build a brand that was identifiable, that was strong, comforting for the community. I wanted it to be bright, colourful, catch their eye. That has that cultural flair but also has that corporate look and feel that appeals to both sides of the community.
There is a big emphasis on ours is the cultural lens. The experience we get coming from our different communities and lived experience. And that's the thing, when starting this service, yes we built on the model of Lifeline and how they do it, but a lot of it was understanding how community responded. We're the first service of its kind in crisis service.
The main priority of the brand and the service is building trust. The historical ramifications of a lot of First Nations People with organisations and services, they run for a short period of time and then they're gone. And a lot of our community is very mistrusting of services because of that. Mental health is a big component within our community and isn't really spoken about much. It's still very taboo. But we are trying to break that stigma down.
What we've been doing for the past year is building this amazing merchandise. We've been, you know the song “I've been everywhere, man?”, yeah that song applies to our team. We've been travelling everywhere, in community, and it's been great to meet so many community members from all different walks of life. Ones that were corporate, ones at grassroot community level, to mob that work in identified positions at service providers. You name it, we've met them. We've been at some major events throughout the year. If we're not out at community, we're here at our second home: This storage unit.
Human Stories
The Humans of Lifeline
These Humans support lifeline in their own unique way, to ensure that no person in Australia has to face their darkest moments alone.
Read their stories →
Ways to get involved
Thanks to the unwavering support of the Australian people, Lifeline is able to celebrate 60 years of service to people in times of crisis. The generosity that you provide helps us be there for those who need us and equip communities across Australia to be suicide safe. Explore the ways you can participate in our celebrations and help Lifeline continue its important work for another 60 years and beyond.
