Tommy Little shines light on youth homeless and calls bluff on social media in #beamodel campaign

Australian comedian and TV and radio personality, Tommy Little, has launched a campaign to promote Youth Homelessness Matters Day by posting “model” images of himself to Instagram.

Working with creative director, Alex Wadelton; The Project’s managing editor, Tom Whitty; and photographer, Stu Morley, Little posted a series of images on his Instagram posing like a model, later revealing the images were taken on the streets in front of toilets and outside youth homeless shelters.

Photo 6 of 10. Swipe to have a look at Launch Housing. Launch Housing are one of Victoria’s largest providers of housing and homelessness support services. They provide crisis accommodation and are constantly at capacity, under resourced and bursting at the seams. The day of this shoot there was a young woman crying outside and so I went over and spoke to her. She was trying to get away from an abusive partner and if Launch couldn’t help her then she would be sleeping on the street or returning to that same violent house. I gave her enough money for accommodation for the night in case she couldn’t get in and a big hug, I was covered in fake tan and so I think maybe we both regretted the hug. The housing situation is so fucked for so many, so if you’d like to donate to launch you can do so by heading to For the purposes of transparency I donated 1000 dollars to Launch. #beamodel

A post shared by Tommy Little (@mrstommylittle) on

Airing on The Project last night, Little revealed he had taken the images outside of public toilets where the homeless clean themselves, on a couch to represent how many children have to couch hop, on a car to represent the people who sleep in their cars and outside youth homeless crisis centres.

The campaign aimed to highlight how social media fails to show people the whole picture.

Launching the campaign in partnership with social streetwear clothing enterprise company HoMie, Little raised more than $80,000 of online sales and drove 23,000 hits on their website.


  • Client: HoMie
  • Ellen Jacobsen, Social Impact Manager
  • Alex Wadelton, freelance Creative Director
  • Tom Whitty, Managing Editor
  • Stu Morley, photographer
  • Tommy Little, comedia cum model

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