Lush challenges the myths around people experiencing homelessness.
UnitingCare West has rolled out a short film to raise awareness for Homelessness Week.
The film is the first created by content agency Lush’s new branded entertainment arm, Dear Storyteller, and centres on the theme ‘now you see me’.
It aims to make homelessness more visible, and encourage viewers to see past a person’s situation and through to their humanity.
Michael Drysdale, lead creative strategist at Lush, says audiences didn't immediately suspect advertising content and instead remained focused on their desire to see the story resolved, which is the power of branded entertainment.
“By focusing on story we’ve been able to spark curiosity and interest … by the time audiences reach the story’s climax, we’ve pushed them over an emotional threshold and inspired them to act,” Drysdale says.