With nearly half of Australia's homeless under the age of 25, Kids Under Cover aims to get kids off the street with a new campaign that encourages consumers to donate their old cars.
The initiative uses 100% of the sale proceeds from donated cars to go towards the prevention of youth homelessness. The idea pushes the concept that an old car can become a new home.
Sense's director, David Whiteside said “Some clients require an advertising idea, some want design help and some want digital help, but most clients actually need all of the above. Kids Under Cover is a great example of a client that appreciates that a solution that incorporates multiple disciplines and media leads to the most effective communication.”
The campaign will run across out-of-home, print, digital, direct marketing and social media platforms.
