Santa reads heartbreaking Christmas wish list in new commercial for Youth Projects

Homelessness charity Youth Projects has launched a new campaign featuring Santa reading a heartbreaking letter from a young girl which aims to highlight the plight of some of Melbourne’s young people who live a life that none of them plan or seek.

The commercial, ‘Sad sack’, created by  Sydney agency Grown Ups has Santa reading a Christmas wish list from a girl called Rose detailng a life marked by abuse and homelessness.

The commercial ends with the tagline ‘No one wishes for a life like that, Youth Projects are helping our young people get back on track’.

Melanie Raymond, chair of Youth Projects said in a statement: “When I read the script I just knew it was a brilliant idea and so perfect for what Youth Projects wanted to convey. And that was the view of everyone I showed it to, and they’re a tough audience.”

The commercial will be supported by online and social media.

The first phase of the campaign for the homelessness charity was launched in March last year and featured a guide showing tourists around the laneways of Melbourne, showing them the places where she slept rough, did drugs and had unprotected sex for money. 


  • Agency: Grown-ups.
  • Writer: Mick Hunter.
  • Art Director: Grant Booker.
  • Production company: Playbig.
  • Director: Paul Goldman.
  • Executive Producer: Caroline David.
  • DOP: Russell Boyd ASC.
  • Talent: Max Cullen.
  • Editor: Sugar Supplah.
  • Post Production: Method Studios.
  • Sound: Rumble Studios.
  • Casting: Toni Higginbotham.
  • Engineer: Tone Ashton.
  • PR Agency: Style Counsel.
  • Managing Director: Effie Young.
  • Senior Consultant: Emma Green.

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