Independent creative agency and production house 3rdspace has rolled out a new campaign for Parramatta Mission titled ‘The Unliveable Listings’, taking aim at Sydney’s housing crisis to shed light on the harsh realities of homelessness during homelessness week.
The campaign comes hot on the heels of 3rdspace winning the Parramatta Mission and PCUC account, with the client approaching the agency with the urgent brief just one week after the competitive pitch was finalised. Working against a tight two-week turnaround from brief to delivery, the team executed an authentic, high-impact campaign designed to intercept audiences at a critical, strategic moment.
‘The Unliveable Listings’ uses standard property listings to highlight the conditions where people experiencing homelessness sleep every night.
To make the campaign as authentic as possible, 3rdspace worked with photographer and director Freddy Morales to capture real locations across Western Sydney.
Crucial to the project was Paul Moussa, coordinator of Parramatta Mission’s Meals Plus program, who served as a consultant on the day, providing valuable insights and guidance. Moussa gathered and arranged real, repurposed materials provided directly by those supported by Meals Plus, ensuring every visual element respectfully and accurately reflected lived experiences.
“When Parramatta Mission came to us right after the pitch win, we knew an ordinary awareness campaign wouldn’t cut it. ‘The Unliveable Listing’ catches people while they’re actively house hunting, landing a reality check where they least expect it,” said Rickie Marsden, executive creative director at 3rdspace.
“Paul and the team were key to getting every detail right. This was never meant to be a parody, but a clear look at what people are actually facing. Using real materials from the community gave the work a weight you just couldn’t recreate on a set.”
The campaign was brought to life with support from Commercial real estate partner Ray White, with Peter Vines the managing director taking a starring role in the hero film, alongside a crew who turned the project around in just fourteen days.
The campaign has attracted fantastic media support across radio, out-of-home and a range of publications. The digital strategy and performance campaign has been built with 3rdspace partners at Vantica Consulting.
“While National Homelessness Week is just seven days, it represents the vital work Parramatta Mission does all year round. We hope this campaign challenges people to see homelessness differently and inspires them to take action that creates lasting change,” said Gary Sillett, business manager at Parramatta Mission.
“By donating just $25, people can help stop an unliveable listing becoming someone’s home. Every donation supports holistic care, from immediate essentials like meals and clothing to more long-term housing solutions, legal aid, employment, and emotional support.
“We’re incredibly grateful for the support we’ve received so far, and every donation goes directly towards helping people move from crisis to stability and hope.”
Credits:
Client: Parramatta Mission
Business Manager: Gary Sillett
Fundraising Manager: Gemma Frayne
Office Manager: Paul Griffin
Meals Plus Coordinator: Paul Moussa
Creative Agency & Production: 3rdspace
Executive Creative Director: Rickie Marsden
Strategy: Rob Logan
Producer & Editor: Cleo Borean
Photographer & Director: Freddy Morales
Camera Assistant: Alisha Gore
Sound Engineer: Daryl Missen (Vinilo)
Colour Grade: Drew McPherson
Vantica Consulting
Marketing Strategy Director: Sven Lindell
Performance Director: Hannah Doolan
Partner: Ray White Commercial
Managing Director: Peter Vines
Team: Chantel Brillantes, Sara Coptil, Hannah Carney
