UnLtd launches media campaign for Whitelion after raising over $165,000

Industry fundraising and social purpose organisation UnLtd is set to launch an industry-wide campaign promoting its charity partner Whitelion, which aims to help young people at risk.

The campaign was created pro bono by creative agency Ogilvy, and will be supported by over 30 corporate partners who have already committed over $1.5m worth of media inventory.

The ‘Invest in Me’ campaign is designed to raise awareness and funds for Whitelion, as well as change perceptions of young people at risk.

It launches on 16 June across TV, cinema, print, radio and digital, with UnLtd and Whitelion calling on further support from media owners.

Hang Vo, CEO of Whitelion, said the organisation is already overwhelmed by the support from the media, marketing and advertising industries.

“We are grateful to partner with an industry that is using its collective reach to raise funds and change hearts and minds – to dispel myths about ‘at risk’ young people and shine a light on their resilience, strength and courage,” Vo said.

Chris Freel, CEO of UnLtd, was excited by the prospect of bringing all the major media owners and competing networks together to support an important cause.

“For over 10 years, UnLtd has been bringing the media, marketing and creative industry together to do good. This campaign is the culmination of that work and a perfect example of our power to make a positive difference as an industry,” he said.

Sydney adlanders ‘went to prison’ last Friday to support Whitelion

“A massive thank you to Ogilvy for creating such a powerful campaign, to Wavemaker for managing the media, and for every company who has pledged their support.”

Luke Hawkins, creative director of Ogilvy, said the campaign would showcase the power of Whitelion, and demonstrate what donations can really do.

“What many Australians aren’t aware of are the strengths and resilience at-risk youth possess. The fact that despite everything they’ve been through , they’re still here, standing tall and striving to be better versions of themselves every day is quite incredible.

“And out of these strengths come some really powerful, positive stories. Stories that would not only compel Australians to give to Whitelion, but also give us the ability to stand out in the charity crowd by completely reframing what a donation to Whitelion means. Invest In Me will show that when you give to Whitelion, it’s much more than just a donation, it’s an investment in the life of a young person at risk.”

The campaign comes off the back of the Whitelion Bail Out event in Sydney, where industry heavyweights raised over $165,000 and spent the night in a former youth detention centre.

The top fundraisers from the event were Paul Sigaloff from Verizon Media, Kristiaan Kroon from OMG and Virginia Hyland from Hyland.

The Melbourne event will take place on 24 May.


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