Parents urged to donate adult childrens’ board money in Kids Under Cover campaign

Not-for-profit youth homelessness charity Kids Under Cover is encouraging parents to charge their adult children to board in their homes, with the money to go to charity.

The initiative was put together by creative agency Hardhat and aims to provide a ‘fun, simple way’ for parents to approach responsibility and privilege.

‘Board for a Cause’ includes a series of assets which will run across social, targeting both millennials and their parents.

In one video, a young man offers to buy the pizza for his mother.

As the man goes to hand the money to his mother a photo frame on the wall comes to life and urges him not to – warning the man his mother has plenty of money.

A tagline at the end of the advertisement coupled with an image of the mother and her filled wallet reads: ‘You don’t need their charity, we do.”

Kids Under Cover CEO Jo Swift described the campaign as an innovative fundraising approach.

“We are excited to have this offering for parents with Millennials still living at home, Board for a Cause® is a compelling ask which provides an opportunity for this cohort to make a real difference,” Swift said.

Swift said she wanted parents and their adult children to consider collecting and donating to those who don’t have homes.

“Parents can be part of the solution – interrupting the cycle of homelessness and preventing young people the same age as their own children from sleeping rough,” she said. “

Reece Ryan, Hardhat’s creative director said the campaign will have a positive impact on combating homelessness.

“Avo-loving Millennials are much more of a compassionate and socially conscious bunch than we might give them credit for. Our creative angle was founded on a real, timely insight which has allowed us to be quite targeted, but also fun and light-hearted with our messaging and approach.

“It’s a real privilege to get behind a cause that will have a such a positive impact on one of the most pressing issues we face as a (privileged) society.”


Kids Under Cover:

  • CEO – Jo Swift
  • National Marketing & Fundraising Manager  – Bianca Richards
  • Digital & Communications- Rebecca Swinton


  • Art Director – Tom Fitzgerald
  • Strategist – Jonathan Heath
  • Producer – Alyshia Falla
  • Account Director – Alexandra Harrison
  • Back-End Developer – Leena Ha
  • Front-End Developer – James Cosgrove
  • Creative Director – Reece Ryan
  • Production Company – Hooves
  • Co-Writing  – John Pace

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