Lifeline is proud to be the Toyota Charity Partner for the 2023 Tamworth Country Music Festival. The Partnership will fund the training of Crisis Supporters in Tamworth who will help answer the 13 11 14 crisis line locally. This will be a new service operating in Tamworth in a new, purpose-built hub currently under development.

Toyota Australia Chief Marketing Officer Vin Naidoo said that over 30 years, Toyota has supported a range of charities during Tamworth Country Music Festival by selling hats and pins to give back to the community and support those that are doing it tough.

“The support that Lifeline provides is essential, and Toyota is incredibly proud to be partnering with them for the 2023 Tamworth Country Music Festival.” Mr Naidoo said.

“The hats and pins are an iconic part of the summer festival, and all funds raised go directly to Lifeline to help fund such a critical project and strengthen the local community. So, we encourage all festival goers to visit Toyota’s FanZone during the festival to show their support to Lifeline.”

Lifeline’s General Manager in the region, Michael Were is calling on Festival attendees to dig deep and support Lifeline and says funds from the partnership will help to establish a local crisis supporter team, training Tamworth residents to answer calls to Lifeline’s crisis line.

‘In partnership with Toyota Australia, Festival goers will be able to support Lifeline when they purchase the popular Festival souvenir hats and pins.

‘Local pubs and clubs are getting behind the campaign giving their customers the chance to add a dollar or two to their bistro meals over the Festival period, with all funds raised helping Lifeline to train local crisis supporters here in Tamworth.

‘We’re also very proud to be working with the Festival on the first ever ‘Concert for Lifeline’ that will be held as part of the opening night celebrations.

With covid, floods, bushfires and the current cost-of-living Lifeline’s crisis line is seeing a higher demand than ever before – we are experiencing record call numbers to Lifeline - up to 3400 calls per day.

‘In order to answer all of these calls we need more trained crisis supporters across the country. Tamworth is a key location for the development of our services … we’re here to stay and grow mental health services in this region.

‘Importantly, all funds raised through the Toyota Partnership will remain local. We’re very grateful to Toyota and Tamworth Country Music Festival for this extraordinary opportunity, Mr Were said.

‘Lifeline has secured philanthropic support for a purpose-built centre to be constructed in Tamworth’s new business park in 2023. This building will become a hub for training Lifeline volunteers who will answer calls from people in distress all over Australia.

‘It is common for our crisis supporters to receive calls where a person is anxious, depressed, worried, suicidal or in a threatening domestic situation. The training is comprehensive, the trainee takes their first call under supervision after three months of training, and the total training program takes approximately 9 months to complete, Mr Were said.

Lifeline exists so that no person in Australia faces their darkest moments alone.

Lifeline’s services are free and include our 13 11 14 crisis line as well as text and video chat, video counselling, face to face counselling and education and training around mental health.

24/7 access to Crisis Support

  • Lifeline Crisis Line - 13 11 14
  • Text – 0477 13 11 14
  • Chat -

For local services visit:

We're here for you 24/7 on 13 11 14, via text on 0477 13 11 14 or chat with us on

Lifeline is Australia’s leading suicide prevention service, operating the 24-hour crisis telephone line 13 11 14 (pronounced thirteen eleven fourteen), text and web chat services from 41 centres around the nation. The service expects to respond to over one million requests for support this year, creating an average of 120 safety plans to keep a person experiencing suicidal ideation safe every day.