To most, payphones are a forgotten relic of the past. But to those living in poverty, living rough on the streets, escaping domestic violence, or enduring a natural disaster, payphones are a vital lifeline for connection, access to support and emergency services. So, to ensure everyone has access to this service, whenever they need it, we turned all of Telstra’s 14,000 payphones across the country, into Freephones, forever. This first act in support of the ‘Australia is why’ platform attracted over $300M+ in earned media.