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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.