In a new campaign for Youth Off The Streets, Innocean, PHD and UnLtd show Aussies how small gestures can have life-changing impacts for young people.
Enlisting the help of Jasmin Tarasin from Rabbit Productions, the campaign follows two real stories from young Australians who have had their lives changed by Youth Off The Streets.
‘Blanket’ tells the story of Layla, who became homeless with her younger sisters to escape domestic violence and found herself sleeping under a towel on the floor of a motel room. With support from Youth Off The Streets, she and her sisters have their own home and are now thriving.
‘Cuppa’ tells the story of Ben, a young person who lived on the streets. He received support from Youth Off The Streets and is now a trained youth worker, helping others navigate the challenges he experienced.
Last year, PHD generated $3.4 million in media value with over 20 partners rallying behind the cause. This year, they have already secured more than $1 million in media value, kicking off fundraising with a media briefing attended by 30+ partners.
Youth Off The Streets Head of Communications, Karen Penning said: “For too long, young people facing homelessness and disadvantage have been invisible or misrepresented, seen as problems rather than victims of broken systems. When these realities aren’t seen, they aren’t solved.”
“Through our partnership with UnLtd, INNOCEAN Australia, Rabbit and PHD, we’ve been able to change that. Together, we’ve shared stories of real young people with honesty, dignity and humanity, and we’re deeply grateful for the care, creativity and commitment each partner brought to making those voices heard.”
PHD Media national head of digital & charity committee lead, Gemma Dawkins said: “We’re hugely grateful to our media partners for their ongoing support and generously donated inventory. We talk a lot about purpose in this industry, and I can’t think of something that brings more purpose to our days than to work towards a future where every young person in Australia has a safe space to sleep.”
INNOCEAN Australia executive creative director, Brendan Willenberg said: “We learned that for many Aussies, the biggest barrier to taking action is the feeling that it’s just too big for anyone to really make a difference. But with Youth Off the Streets, every gesture, no matter how small can have a massive impact for at risk youth.”
UnLtd impact account director, Kath Solly said: “This campaign has been a powerful example of what’s possible when passion meets purpose. At UnLtd, we’re proud to play the role of connector, and to witness Innocean truly immerse themselves in the youth homelessness space, alongside the trust and openness of Youth Off The Streets, has been incredibly special. We’re so proud of the result and thankful to our media partners for helping bring it to life.”
Credits
Client: Youth Off The Streets
Creative Agency: Innocean Australia
Media Agency: PHD Media
Production Company: Rabbit
Producer: Maddie de Wilde Barr
Director: Jasmin Tarasin
Executive Producer: Lucas Jenner
Sound Design: SONAR Music
Edit: The Editors
Grade: Ferg Rotherham
Social Impact Partner – Kath Solly – UnLtd
