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Interactive
Whitelion: #NoHomeAdress, 2
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On World Homeless Day on 10 October, well-known Aussie brands gave up their website homepages to support thousands of at-risk youth who have no home address. The campaign, co-ordinated by our industry’s social purpose organisation UnLtd, has raised over $220,000 for Whitelion. Whitelion is a not-for-profit organisation that specialises in the rehabilitation of at-risk youth, many of whom do not have a place to call home often through no fault of their own. The first critical step in Whitelion’s process is establishing a “fixed address” in whichever capacity is possible. Something as simple as a fixed address helps transform the lives of at-risk youth, because it is the gateway to critical services, like Centrelink benefits, Medicare and finding employment. The innovative pro-bono marketing campaign was created by Ogilvy with media support from Wavemaker, PR support from H+K Strategies and research support by Kantar. Companies donating their homepage for the day included Domain, News Corp, Broadsheet, ASAHI, NBL and CUB, plus many more.
Client: Whitelion
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