Dating App Shines Light On Hidden Homelessness

Dating App Shines Light On Hidden Homelessness
SHARE
THIS



It’s a little known fact that only five per cent of Australia’s 110,000 homeless ‘sleep rough’ in public places. The remainder are largely invisible to us, they’re people (and often families) forced into refuges, roaming houses, motels, cars, vans or onto couches and floors. It’s an unseen epidemic that ‘Homelessness Happns’, a campaign by Victoria’s peak homelessness body, the Council to homeless persons, hopes to address via a pro-bono initiative from Melbourne agency, By All Means.

Homelessness Happns, launched during Homelessness Week, highlights just how close to home homelessness can be via the hugely popular dating app ‘Happn’, which uses geo-location technology to introduce you to people you cross paths with.

“Homelessness is much more than rough sleeping. We catch the tram with people experiencing homelessness, and we wait in line at the supermarket together, yet we probably wouldn’t even know it. Homelessness Happns is a campaign that shows that homelessness can happen to anyone at any time regardless of their age, or employment status,” said Jenny Smith, CEO, Council to Homeless Persons.

The campaign unexpectedly introduces users of the app in Melbourne to profiles of individuals who have experienced hidden homelessness. The profiles appear within Happn whenever a user passes by a location where these spokespeople once experienced homelessness – allowing individual stories of hidden homelessness to be revealed, at the locations where they occurred.

By All Means’ co-creative director Toby Cummings said, “Homelessness is a topical issue, and has been for some time – the problem, of course, is that people tend to switch off, so it’s important to keep finding new ways to talk about the problem.

“We’re thrilled that this campaign, which has taken over a year to come together, has been of some service for continuing the conversation. The novel use of the dating app platform has allowed the conversation to be pushed into mainstream media otherwise unreceptive to another story about homelessness.”

ByAllMeans liam Hero

The campaign calls on the Federal Government to extend critical national homelessness funding set to soon expire. The National Partnership Agreement on Homelessnes (NPAH) funds about 180 programs nationally and assists 80,000 people each year.

Client: Council to Homeless Persons (CHP)

Creative Agency: By All Means

Creative Directors: Ed Howley & Toby Cummings

Managing Director: Mat Cummings

Photographer: Heather Dinas

Stills Producer: Jayma Nann

Video DoP/Director: Michael Bainbridge

Website: Monica Clapcott

Logo Design: Richard Walker

Retouching: Robotfeet

Client/s

CEO: Jenny Smith

Manager Policy and Communications: Kate Colvin

Media and Communications Officer: Lanie Harris

Media and Communications Officer: Eddie Staltari

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]