Aussie brands give up their homepages for UnLtd #NoHomeAddress campaign
UnLtd’s latest campaign has seen several well-known Australian brands give up real estate on their websites to help raise money for at-risk youth, in recognition of World Homeless Day, which was on October 10.
The day saw brands like Domain, News Corp, Broadsheet, ASAHI, NBL and CUB, give their homepages to the #NoHomeAddress campaign, which has already raised over $220,000 towards non-for-profit Whitelion.
Domain’s #NoHomeAddress Homepage
Whitelion specialises in helping at-risk youth who don’t have a home, and looks to establish a “fixed address” in whatever capacity is possible for them. This allows young people to gain critical services like Medicare and Centrelink benefits.
The #NoHomeAddress marketing campaign – co-ordinated by UnLtd – was created by Ogilvy with media support from Wavemaker, PR support from H+K Strategies and research support by Kantar. All those involved completed the campaign pro-bono.
Ogilvy executive creative director Gavin McLeod said the agency already understood the importance of the work done by Whitelion after working with them before. “Through working with Whitelion on their previous brand campaign, we understood the enormous difference simply having a fixed address can make to a young person’s immediate future,” he said.
“We saw an opportunity to leverage online browsing behaviours in the attempt to place a spotlight on this issue and asked some of Australia’s biggest brands to donate their digital home address to help those who don’t have a fixed address of their own.”
UnLtd #NoHomeAddress Campaign Posters
Several media organisations also donated inventory to promote the campaign.
“It’s been a tough year for many, and I can only imagine how difficult it has been for young people who do not have a place to call home,” Wavemaker investment manager Jun Sayabath said.
“We’re proud to support the campaign by using our skills to connect Whitelion with brands that can amplify their message and help to raise vital funds. It was fantastic to see such strong support from so many brands and media organisations across our industry.”
Whitelion CEO Hang Vo said; “The idea of #NoHomeAddress came from Whitelion’s experience helping young people at risk find employment. Recently we worked with a young woman who slept in her car each night and turned up to work every day on time, and a young man who lived in a dangerous boarding house but still put on a suit to go to job interviews.
“These young people want to work, they try to work – but at the end of the day with no safe home to sleep and shower in, maintaining the jobbecomes nearly impossible. We are so grateful for UnLtd and the media industry for their incredible support of this campaign.
“The money raised will give thousands of young people access to critical services and set them on a path towards their own home address.”
The campaign is live until the end of October.
Credits:
Client: Whitelion
Jasmin Lesniak: Manager Events and Engagement
Lauren Gatt: Events and Partnership Lead
Ogilvy Sydney
Executive Creative Director: Gavin McLeod
Creative Director: Luke Hawkins
Art director: Simon Dalla Pozza
Copywriter: Lewis Aramayo
Chief Strategy Officer: Toby Harrison
Senior Strategist: Magdalena Tomislav
Group Account Director: Damien Pashby
Senior Account Manager: Sarah Brown
Digital Operations Director: Pedro da Palma Rosa
Technical Lead: Cahyadi Hendrawan
Project Manager: Bastien Legay
Wavemaker
Peter Andrew: Client and Communications Manager
Laurence McLachlan: Digital Operations Manager
Lam La: Digital Analyst
Jun Sayabath: Senior Manager, Investment & Activation
Jeremy Tan: Digital Manager
Monique Foy: Digital Executive
Hill+Knowlton Strategies
Mandy Galmes: CEO
Amelia Tipping: Head of Consumer
Melanie Carnaffan: Assistant Account Executive
Omari Elliott: Junior Account Manager
Hayley Debernardi: Account Manager
Katherine Schofield: Social and Influencer Specialist
Kantar
Patrick Nicoll: Client Executive – Media and Digital
Mark Henning: Executive Director – Media and Digital
Allan Breiland: Senior Director – Media and Digital
UnLtd
Katie Feder: Key Account Director
Kate Holland: Account Manager
Rachel Troy: COO / Head of Social Impact Partnerships
Tiffany Damm: General Manager Melbourne
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
Linkedin
topics
#NoHomeAddress
Asahi
Broadsheet
CUB
Domain
Gavin McLeod
H+K Strategies
Jun Sayabath
Kantar
NBL
News Corp
Ogilvy
UnLtd
Wavemaker
World Homeless Day
