Mission Australia’s Christmas Fundraising Appeal Urges Community To Support Hidden Homeless
Mission Australia’s new Christmas appeal highlights the pressures faced by Australia’s hidden homeless, people who are pushed into homelessness through no fault of their own, with a core message that every Australian should have a safe home.
The fundraising campaign asks the community to donate to Mission Australia so the charity can support vulnerable individuals and families in their hour of need and help them to find a safe, secure home.
More than 116,000 people in Australia will be homeless this Christmas and many are teetering on the edge of homelessness in severe rental stress during the recession. Hundreds of thousands of Australians are out of work and struggling to make ends meet following a year of challenges, including drought, bushfires, a pandemic and a recession. Mission Australia’s new appeal acknowledges that this Christmas will be an anxious time for many.
Created with MindJam and Customedia, the campaign highlights these very real challenges faced by the people Mission Australia serves. The appeal features a poignant story of a mother, Sally* and her young son, Caleb* who escape domestic violence with no choice but to sleep in their car in an industrial estate.
The campaign includes a direct mail appeal and will feature as out of home, digital, social and radio advertisements until Christmas Eve, 24 December 2020. The mother and son feature across a range of platforms with key quotes including: “Mum, will Dad find us here?”, “Home is not safe for us anymore” and “How will Santa find us if we can’t go home?”.
The advertisements reveal to the audience that Australia’s ‘hidden homeless’ crisis is growing and invites them to look a little closer at the issue. The extent of the problem is largely unseen, given most of the 116,000 people experiencing homelessness don’t sleep rough on the streets. They are hidden from public view, sleeping in places like a car, or in a refuge, or couch surfing with friends.
As a charity focussed on ending homelessness and ensuring people and communities in need can thrive, Mission Australia’s aim in the lead up to Christmas and during the pandemic recovery is to ensure the provision of essential support for people who are homeless or at risk of losing their home.
Mission Australia’s General Manager, Fundraising and Marketing, Elvira Lodewick said the fundraising campaign highlights the urgent need for people to donate to provide vital support and safe homes to those who are struggling.
“The unrelenting pressures people have faced over the past year and continue to face have been on all of our hearts and minds. In a country that believes in a ‘fair go’, every Australian should have a safe and secure place to call home, which is why this is a key theme in our new Christmas appeal.
“Far too many people are homeless or are now at increased risk of becoming homeless this festive season and into the new year due to the challenges of 2020 – skyrocketing unemployment, unacceptable levels of poverty, a severe shortage of social homes, mental health concerns, and lack of a permanent increase to income support.
“There is also an ongoing urgent need to provide support and safe homes for people escaping domestic violence, like Sally* and Caleb*, so they’re not pushed into homelessness when leaving violent situations. This is especially urgent considering COVID-19 has caused an increase in the frequency and severity of domestic and family violence.
“Mission Australia’s staff, volunteers and supporters will continue to rise to the challenges our nation faces. We remain committed to creating hope and opportunity for vulnerable people, particularly during this time of increased need.
“We hope people see our Christmas campaign and feel moved to donate to help their fellow Australians who are facing increased stress and uncertainty and are struggling to keep themselves and their families safe, well and housed.
“We are grateful for all contributions. Every donation goes towards ensuring our frontline staff can safely provide quality support to people in need, while also providing compassion and care for vulnerable people this Christmas and into the new year,” said Ms Lodewick.
Please login with linkedin to comment
Mission AustraliaLatest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.