“Our intention with our winter campaign is to move people to rethink their perceptions and understanding of homelessness."
Mission Australia’s 2023 'Winter Safe Homes' campaign has launched to destigmatise homelessness and raise funds for people and families who are homeless through the charity’s programs and services.
Created with MindJam and Customedia, the campaign, which includes a television commercial, shares three real stories of everyday people who have become homeless in Australia.
It highlights that every hour, 3,000 people in Australia seek help from homelessness services like those provided by Mission Australia. It comes as recently released Australian Bureau of Statistics data from the 2021 Census shows more than 122,000 people are homeless in Australia; an increase of 5.2% since the 2016 Census.
Most are facing hidden homelessness, which means they’re staying in overcrowded dwellings, refuges, boarding houses, or temporarily living with friends or family.
Mission Australia’s GM, fundraising and marketing, Helen Merrick, said the campaign heroes the strength and resilience of the people that Mission Australia helps.
“As the bite of winter sets in, and with rising living and rental costs, a housing crisis and other pressures like domestic violence, mental health challenges or extreme weather events to contend with, we’re worried that far too many Australians won’t have a safe, secure and accessible place to call home," said Merrick.
“Our intention with our winter campaign is to move people to rethink their perceptions and understanding of homelessness, recognise that it’s happening to people that we know like our families, colleagues, friends or neighbours.
“Every donation offers a helping hand. It goes towards early intervention to prevent homelessness, case management with wraparound support to break the cycle of homelessness, as well as specialised support such as for people with mental health concerns or who are escaping domestic violence."
The campaign aims to raise $1.2M for Mission Australia and includes a direct mail appeal. It is set to run on television, outdoor posters and transit, radio, and online including mobile displays and social media until June 30.
Credits:
Client: Mission Australia
CEO: Sharon Callister
GM of Fundraising & Marketing: Helen Merrick
National Manager, Marketing: Nicole Moore
National Manager, Brand, Content & Digital: Alexandra Jackson
Creative Agency: Mindjam
Director: Luke Hill
Creative Directors: Steve Madgwick
Art Director: Ben Angus
Media Agency: Customedia
Production Company: Sweetshop
Director: Jarad Daperis
Producer: Tom Davies
Managing Director: Edward Pontifex
Executive Producer: Greg Fyson
DOP: Max Walter ACS
Post house: ARC Edit
Editor: Lucas Baynes
Colourist: Matic Prusnik
Post Producer: Jess Ryan
Sound House: Rumble Studios
Sounds Design: Anthony Aston & Daniel William
Composer: Jeremy Richmond
Producer: Siena Mascheretti
Photographer: James Green
Retoucher: Ben Angus
