MFA Award Winners Help The Homeless #Laceitup

MFA Award Winners Help The Homeless #Laceitup
SHARE
THIS



After winning the NGEN category in the 2013 MFA Awards, John Dawson and Mark Golafshan, have worked with Youth Off The Streets to turn their entry into reality.

The #laceitup campaign will raise awareness and donations for Youth Off The Streets from young people between 13 and 17 years of age.

The challenge set out in the NGEN brief was to encourage fundraising and participation in the charity’s Sleepout campaign.

By distributing blue, branded laces, students and the general public have their attention turned to the fact that young homeless people cannot take their shoes off at night. This powerful point of reflection is punctuated by the hashtag #laceitup.

Students are encouraged to share their participation and fundraise for the charity while wearing the vibrant laces on their school shoes.

The laces are available for purchase from the Youth Off The Streets’ website. Anyone can get involved and #laceitup their own way.

Collage 1

Father Chris Riley, CEO and Founder of Youth Off The Streets says it’s important to highlight the fact that there are still 47,000 homeless young people around Australia every night.

“There are still far too many young homeless people on the streets of Australia. Most young people have the luxury of tying their shoes on in the morning and taking them off at night, the young homeless sleep with shoes on. Once you’re aware, tying your shoes in the morning becomes something special,” he says.

Several celebrities and personalities have already backed the campaign. The cast of Home and Away, winner of The Voice 2014 Anja Nissen, Aussie boxing great Jeff Fenech, radio presenter Maz Compton, Sydney Swan Luke Parker and a bounty of bloggers and vloggers have all contributed to the campaign across their social channels.

Maz Compton #laceitup

The laces have also made their way into parliament with Minister for Health & Medical Research Jillian Skinner, Minister for Family and Community Services Gabrielle Upton, Member for Blue Mountains Roza Sage and others getting creative with their #laceitup laces during Question Time this week. With help from Wilson Property Agents and Boom Video, the campaign continues to grow.

John Dawson and Mark Golafshan from Mindshare have volunteered over the last nine months to bring this campaign to life. The aim of which has been to raise awareness and much needed funds for Youth Off The Streets’ ongoing work with disadvantaged youth.

Get your laces and get involved today! Go here to get your laces, and then upload a photo with #laceitup across social media.

It’s that easy.

How will you #laceitup for Youth Off The Streets?

Jon and Mark tying up their shoelaces.

John and Mark tying up their shoelaces.

Carol Morris, UN LTD general manager, said: “What John and Mark have done for Youth Off the Streets has by far exceeded our expectations and this is a perfect example of how such incredible talent can make a significant impact. Collectively they have provided over $120,000 + in value to Youth Off The Streets and have set a brilliant benchmark for our UN LTD MENTOR program.”

Linda Wong, Director, People at MFA, added: “Every year the MFA Awards includes an NGEN category, where those who are NGEN members can crack a problem and provide a solution for a charity. We are so excited that this year, John and Mark, the 2013 winners are able to bring to life their strategy for Youth Off The Streets.

It’s a great example of how the people in our industry are supporting UN LTD, with real doable solution.”

Please login with linkedin to comment

Ad Sales BrandSpace Mark Golafshan Red Bull Scentre Group TCO The Conscience Organisation Westfield

Latest News

WPP Q3 Revenues Fall 7.6% YOY
  • Advertising
  • Marketing
  • Media

WPP Q3 Revenues Fall 7.6% YOY

Work at WPP? Down to the last notch on your belt? Well, expect a little more tightening judging by these numbers.

by B&T Magazine

B&T Magazine
Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]