CLIENT
Whitelion
Rowena Middlemiss - Director of Strategy, Marketing & Communications
AGENCY
Damien Pashby - Group Account Director
Toby Harrison - Chief Strategy Officer
Magdalena Tomislav-Collins - Strategist
Luke Hawkins - Creative Director
Simon Dall - Art Director
Jasmin Subrata - Copywriter
Ben Smith - Creative Director
Wavemaker Sydney
Alicia Imam - Media
SUMMARY
Rehabilitating homeless, at-risk youth isn’t seen as a worthwhile cause. Their circumstances are seen as a symptom of substance abuse and laziness – sadly the real cause is domestic violence.
To ignite support and donations from Aussies we needed to reframe their perception.
Our creative solution, Invest In Me, positioned at-risk youth as survivors worth investing in, not victims of their own creation.
The strength of the idea inspired and united the media world, helping secure $6M worth of media placements, allowing Whitelion to launch its first mass awareness campaign.