Digital creative agency Huckleberry has been appointed to manage through-the-line creative and media planning for the Donate Your Car program, run by Kids Under Cover.

Kids Under Cover takes a unique and innovative early intervention approach to youth homelessness. By building studios and complementing them with scholarships and mentors to homeless and at-risk young people, they are able to keep families together and keep young people engaged in education and with their community.

Huckleberry will support Kids Under Cover with a fully integrated campaign including production of print, digital, radio and television advertising, as well as both paid and pro-bono placement of media.

Speaking of Huckleberry’s appointment, Aimee Suchard-Lowe, Kid’s Under Cover’s national marketing and fundraising Manager said, “It was fabulous to see the strategy and creative presented so seamlessly. The team at Huckleberry did a fantastic job in devising creative that would work across all channels, reflected the value proposition, and was driven from a clear strategic intent.

“I am grateful to the entire team for the amount of work they clearly placed into the pitch – their desire to help work with Kids Under Cover and ultimately prevent youth homelessness was evident.”

Melissa Roberts, Huckleberry’s managing director said, “Youth homelessness is increasing in Australia and we are proud to work with Kids Under Cover to help them raise vital funds towards preventing more young people from becoming homeless. With a fully integrated approach, we look forward to having a significant impact on the number of unwanted vehicles donated.”