HoMie and Champion rework classic retail offer to support homeless youth, via Town Square
Streetwear labels HoMie and Champion are supporting homeless youth by revolutionising a run-of-the-mill retail offer, via a new campaign created with Melbourne-based creative agency, Town Square.
The aforementioned labels have reworked the buy one get one free offering into ‘Give One. Get One’. The initiative will see Champion donate a hoodie to a homelessness-affected youth whenever someone purchases a HoMie hoodie for Youth Homelessness Matter Day.
In addition to being supported by social, digital display, radio, print and out-of-home channels, the campaign also plays host to an in-store activation that will allow shoppers to have their photograph taken by the same professional photographer who worked on the campaign.
Photographs will be uploaded to HoMie’s social media accounts.
The social welfare campaign is not about selling hoodies for the sake of it, stressed HoMie’s chief executive officer Steph Say. Rather, it’s about cultivating a sense of community and empowering individuals.
“‘Give One. Get One’ is not just about selling hoodies, it’s about creating a moment for our community to show solidarity for young people affected by homelessness in a meaningful, tangible way,” Say explained.
“Every purchase becomes a statement, the community coming together to give back, reminding Australia that giving isn’t a chore, but something that can be cool, empowering, and, most importantly, fun.
“We want to thank Town Square for their strategic creative guidance and campaign development, and Champion for their ongoing support of our mission.”
In response to HoMie’s mission, Town Square’s general manager, Alison Ray, said: “It’s great to see HoMie make such a tangible difference to the lives of young people affected by homelessness.
“As a proudly Melbourne-based agency, it’s an honour to be part of such a great initiative for this Melbourne streetwear brand and one that ties in with our passion for tackling homelessness.”
‘Give One. Get One’ is not HoMie’s first foray into the social impact space. The brand already fosters two programs – The HoMie Pathway Alliance and HoMie’s VIP Days – that seek to support young people via an “accredited retail education and employment program”, and dedicated free shopping, beauty and wellbeing days, respectively.
Since 2015, the brand has been able to support more than 2000 young people.
Credits:
Client: HoMie
CEO: Steph Say
HoMie co-founder and creative director: Marcus Crook
Creative Agency: Town Square
Executive creative director: Brendan Day
Art director: Peter Crawford
Copywriter: Sam Nicolaci
Strategist: Jeff Malone
Client lead: Alastair Langsford
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Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
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