Independent outdoor media player Goa and Brisbane’s Youngcare have partnered to promote the ‘Brick by Brick’ initiative.
The initiative encourages Australians to buy a virtual brick for $10 to help build accessible and age-appropriate homes for young people in need of constant care.
As part of the campaign, geo-targeted ‘thank you’ messages will be pushed to THE goa GRID to publicly thank donors and sponsors for their support on the roads closest to them.
The campaign arose out of the fact that currently 12,000 young Australians with high-care needs live in inappropriate housing, such as aged care homes, hospitals, and rehabilitation centers, because there is nowhere else for them to go.
Goa is working with Youngcare to reach people in Brisbane through its digital assets, as part of the company’s community partnerships initiative.
Chris Tyquin, CEO and joint managing director of Goa, believes the dynamic nature of the out-of-home component of the campaign will bring unique intimacy to the way the message is received.
“Utilising THE goa GRID to thank sponsors publicly brings a kind of intimacy to the campaign,” he said.
“Coupled with the dynamic geo-targeting component, sponsors and their loved ones will be able to see their personalised ‘thank you’ message from Youngcare in their local area.
“This increases impact and cut-through with new potential donors and reaffirms existing sponsors.”
Youngcare CEO Anthony Ryan said there was still a significant shortage of suitable and appropriately supported housing for young people with high care needs.
“It’s abhorrent that in a country like Australia, young people with disabilities are living without independence, choice and dignity – something Youngcare is striving to change,” he said.
“With no recurrent government funding, we need a new generation of supporters to help us make a difference.”