In a crowded market of virtual walks and step challenges, Lifeline Australia’s Out of the Shadows stands apart by placing lived experience, remembrance and suicide prevention at its centre. Designed with fundraising agency Elevate, the campaign prioritises inclusive participation, community safety and peer connection while delivering strong financial results.

In 2025, Out of the Shadows raised $3.99 million, an increase of 62 per cent, attracted 17,172 participants and achieved a 57 per cent fundraising activation rate. Participants also reported stronger connection, learning and community impact. This session examines the campaign’s design philosophy, strategic decisions and agency-charity collaboration, offering practical lessons for organisations seeking to create distinctive, scalable and emotionally relevant peer-to-peer events.