Youth Off The Streets turns MFA Award winning #laceitup idea into live campaign
Dawson and Golafshan
Charity Youth Off The Streets is promoting its Sleepout campaign by distributing blue, branded laces in an effort to highlight the fact that young homeless people cannot take their shoes off at night.
The idea was Mindshare’s John Dawson and Mark Golafshan’s winning entry into the NGEN category in the 2013 MFA Awards, with the duo since working with the charity to turn it into a reality.
The #laceitup campaign aims to raise awareness and donations for Youth Off The Streets from young people between 13 and 17 years of age and aims to encourage participation in the charity’s Sleepout campaign.
Great initiative, well done guys.
Another reason why they don’t take their shoes off at night is because other homeless people complain of the odour, which leads to fights.
Brilliant work Mark and John.
Perfect example of how we can connect amazing talent to support the incredibly important work of organisations like Youth off the Streets through the UN LTD Mentor program.
Carol
As a mentor with YOTS and father Chris, ad industry which I spent 42 years in join as a volunteer. Go out at night as I do, and do street Walk and your eyes will pop out of your head. There are 4,500 homeless kids in Sydney on the streets every night and thru the vision of a brilliant man and the team he has taken 150,000 kids off the streets since 1991, and given them a chance to go down a path that will lead to a better life, not just get called a loser and have no sense of worth and self esteem.