The platform aims to distinguish Whitelion within a crowded and struggling category. The lack of public support stems from misconceptions that continue to plague the sector, namely disadvantaged young people, who are often seen as victims of their own free will. In reality, most at-risk youth are survivors of domestic violence and neglect.
The campaign is backed by media inventory from Wavemaker, research by Kantar, and fundraising platform support from My Cause.
Magdalena Tomislav, Ogilvy’s senior strategist: “No matter how big the challenge, no matter the priority, Australians have always adamantly believed that everyone deserves a chance. Unbeknownst to most, no one better embodies the fighting spirit than underprivileged young people.
“Harnessing this cultural affinity for the underdog was key to breaking the futile representation that currently dominates the category. And more importantly, to remind Australians that they have the power to shape the history of our youth.
The launch coincides with the “double donation” initiative, No Home Address. Everyday Australians were invited to join Whitelion in the fight to end homelessness simply by donating when prompted on participating brands’ homepages. Public donations were matched by corporate sponsors, doubling the impact.
In the first week, the campaign raised over $270,000. Whitelion will use the money to launch initiatives such as the Breakthrough Mentorship Program, an 18-week program aimed at connecting young people with mentors for job training, career development and employment opportunities.
Hang Vo, CEO of Whitelion: “Youth disadvantage stems from many avenues, including homelessness, survivors of abuse, and those entangled in the justice system. Mentorship programs like ours are key to breaking this vicious cycle and this financial support and brand awareness really makes a difference.
“It’s wonderful to see so many people joining us in the fight against homelessness and breaking down barriers for at-risk youth. I would like to warmly thank the generosity of the industry. Thanks to the industry for supporting the campaign.
Media partners include: ARN, CarSales, Daily Mail, Domain, InMobi, JCDecaux, Junkee, LadBible, NOVA, Network 10, Nine, News Corp, Nova, oOh! Media, Pedestrian, QMS, REA, SCA, Seven West Media, Snapchat, TLA, The Brag, TimeOut, Twitch, Val Morgan Digital, Yahoo, 10 Digital, 7 Digital and 9 Digital.
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