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.
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.
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?
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.”
Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]
Are Media, Australia’s leading omnichannel content company for women, today published the March edition of The Australian Women’s Weekly – with Robert Irwin on the cover. The Wildlife Warrior and I’m A Celebrity… Get Me Out Of Here! host is only the third solo man in modern times to grace the magazine’s cover (the others […]
Exactly one year ago, and on the five year anniversary of the marriage equality vote, Tinder announced the Big Tinder Wedding and commenced a nationwide search for queer couples who found love on the app and wanted an all-expenses-paid dream wedding. Tinder’s latest phase of the campaign aims to celebrate the colourful love stories unfolding […]
DDB executive creative director Matt Chandler has announced the appointment of creative team Emmalie Narathipakorn and Seamus McAlary from The Monkeys, building on the success of its existing creative team. Lead Image: L-R – Emmalie Narathipakorn and Seamus McAlary Narathipakorn, who was an art director at The Monkeys, joins DDB as senior art director, while […]
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]