14 Oct The power of the jingle
The Hotline receives up to 4,000 calls each year. The reasons people call—and the timing—can be complex. Many have considered calling for years, and it’s often a Hotline advertisement or a media interview that finally prompts them to pick up the phone.
The Hotline jingle has become a beloved Australian icon. It is a testament not only to the skill of its creators, but also to the ongoing national advertising campaign funded by the Federal Government for over 30 years.
We’ve gathered some quotes from recent callers, which highlight the jingle’s strength. Some are seeking support, others are simply unable to shake that earworm.
“Hello. Oh, look, I’ve been meaning to call you guys for over 20 years, but things kept getting in the way. I’m on disability support with my bad back now, so here I am!”
(Male truck driver in his 50s)
“Mum told us, if you ever need help, phone the Reading Writing Hotline”.
(Female Indigenous caller from WA who rang on behalf of her sibling)
And the earworm calls…
“Oh, sorry!! We were trying to see if our phones could now call 1300 numbers and your number was the only one any of us could remember! (laughter) “
(Community organisation in regional Victoria)
“Ah! (laughter) I’m so sorry. Me and some of my mates were singing jingles we remember from when we were kids, and we wanted to know if you guys were still around!”
(Women approximately in their late 40s)
“We were ‘socialising’ at home when the subject turned to the Reading Writing Hotline and your contact number. No one could remember it in full. However, each of us started singing the part of the Hotline jingle we could remember until they had the complete number – and we then sang the jingle as one”.
(Anecdote from a member of a family group, siblings in their 30s)
“G’day! Look, I’ll be honest – I was just reminiscing on your jingle from way back in the 1990s and wanted to know if you guys are still going. Sorry if this annoys you, but if you are still going – I’d love a little text!”
(Young man in his 30s)