Comfortable Melbourne living contrasted with realities of homelessness in Avalon Centre fundraising campaign

The Avalon Centre has highlighted how different the life of the homeless is compared to comfortable suburban living in a campaign for Homelessness Prevention Week.

Created by Magnum Opus Partners, the advertisement features a woman sitting on her couch eating dinner in front of the television while a voice over details what this would be like for a homeless person – including using boxes for shelter and hunting for loose change.

The campaign aims to raise money to help create a centre where homeless Victorians can gain cooking, cleaning and other skills to help them look after themselves.

For the campaign Magnus Opus Partners used a strategy which would help put people in the shoes of a homeless person to give them an idea of what it would feel like.

Pat Langton, creative director at Magnum Opus Partners, said in a statement: “We believe this is a strategy that can change minds and get people to donate to a great initiative.

“We’re humbled to have such talented people offer their time and skills to this campaign. We’re thankful for everyone involved.”


  • Client: Avalon Centre
  • Creative Director: Pat Langton
  • Art Director: Johnathan Akiki
  • Copywriter: Pat Langton & Stephen Yolland
  • Account Manager: Alicia Yeoh
  • Sound Design: Paul McCosh, Viva Sound
  • Voice over: Patrick Harvey
  • Production: MOP

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