Preventing youth homelessness.
Kids Under Cover, the charity dedicated to preventing youth homelessness is auctioning unwanted vehicles to fund safe housing opportunities in a campaign via Brand Play and Half Dome.
The campaign is a 90-second film that follows the journey of a pre-loved car as its value is transformed into a safe, supported home for a young person.
“Working alongside the Kids Under Cover team felt less like a partnership and more like joining a family,” said Brand Play owner Jeff Mackay.
“Their dedication to changing young lives is inspiring, and it drove us to pour our hearts into every frame of this campaign.
“It wasn’t about making an ad — it was about honouring their impact, and making sure the message landed in the most authentic way possible”
Half Dome is leading the media planning and securing pro-bono media from multiple partners.
“From our perspective, there couldn’t be a more natural alignment between KUC and Half Dome,” said Half Dome head of people & culture, Renee Murray.
“We both exist to create space to thrive and unlock our whole potential. KUC allow young people the opportunity to find space, safety and support, and Half Dome realise people’s potential and work to unlock our clients’ capabilities.
“Partnering with KUC fuels our purpose, ignites our passion and reminds us of the power of meaningful work to create positive impact.”
The film is supported by digital, social, radio, and out-of-home executions rolling out nationally from this week.
“This campaign was such a special one to bring to life,” said UnLtd impact account director Kath Solly.
“It was truly an all-hands-on-deck effort, a small but mighty team of passionate people coming together with friends and family pitching in to make sure the story was told with heart, passion and impact.
“A huge thank you to Brand Play, Half Dome and Bit Foundry for bringing their all. It’s amazing what can be achieved when good people rally around a good cause.”
Media owners supporting the campaign include: Carsales, Foxtel, JCDecaux, Mamamia, NewsCorp, Nine, oOh!media, Paramount, Pedestrian, REA Group, SBS, Seven and The Guardian.
“This campaign captures something really special - the idea that every ending can be a new beginning,” said Kids Under Cover head of fundraising and communications, Jasmin Lesniak.
“Through our Donate Your Car program, something no longer needed is turned into safety, stability and opportunity for young people facing homelessness and everyone can play a part in making this happen.
“Bringing this story to life with the creative brilliance of Brand Play, the media expertise of Half Dome and the generous support of UnLtd has been extraordinary.
“We’re so grateful for these meaningful partnerships, not only for helping to showcase the impactful work we do, but for bringing heart and humanity to the life-changing mission of Kids Under Cover.”
Campaign Credits
Client: Kids Under Cover
Production Partner: Brand Play
Media Agency: Half Dome
Production Partner: BitFoundry
Impact Partner: UnLtd
