Directed by Jasmin Tarasin from Rabbit Productions.
Youth Off The Streets are aiming to shake Aussies out of apathy, by showing how even the smallest gestures can have life-changing impacts for at-risk young people in a campaign via INNOCEAN, PHD Media and UnLtd.
“We’re hugely grateful to our media partners for their ongoing support and generously donated inventory,” said PHD Media national head of digital & charity committee lead, Gemma Dawkins.
“We talk a lot about purpose in this industry, and I can’t think of something that brings more purpose to our days than to work towards a future where every young person in Australia has a safe space to sleep.”
Directed by Jasmin Tarasin from Rabbit Productions, the campaign follows two real stories from young Australians who have had their lives changed by Youth Off The Streets.
“For too long, young people facing homelessness and disadvantage have been invisible or misrepresented, seen as problems rather than victims of broken systems. When these realities aren’t seen, they aren’t solved,” said Youth Off The Streets head of communications, Karen Penning.
“Through our partnership with UnLtd, INNOCEAN Australia, Rabbit and PHD, we’ve been able to change that. Together, we’ve shared stories of real young people with honesty, dignity and humanity, and we’re deeply grateful for the care, creativity and commitment each partner brought to making those voices heard.”
PHD Media generated $3.4 million in media value with more than 20 partners rallying behind the cause.
This year, in support of Youth Off The Streets, the agency has secured more than $1 million in media value.
“We learned that for many Aussies, the biggest barrier to taking action is the feeling that it's just too big for anyone to really make a difference,” said INNOCEAN executive creative director, Brendan Willenberg.
“But with Youth Off the Streets, every gesture, no matter how small can have a massive impact for at risk youth.”
UnLtd impact account director, Kath Solly said this campaign has been a powerful example of what’s possible when passion meets purpose.
“At UnLtd, we’re proud to play the role of connector, and to witness Innocean truly immerse themselves in the youth homelessness space, alongside the trust and openness of Youth Off The Streets, has been incredibly special. We’re so proud of the result and thankful to our media partners for helping bring it to life,” said Solly.
Rabbit Productions director Jasmin Tarasin said Youth Off The Streets is about meeting young people where they are, with dignity, with care and with the belief that their stories matter.
“Directing this campaign was about creating space for those voices to be seen and felt,” Tarasin said.
Credits:
Client: Youth Off The Streets
Creative Agency: Innocean Australia
Media Agency: PHD Media
Production Company: Rabbit
Producer: Maddie de Wilde Barr
Director: Jasmin Tarasin
Executive Producer: Lucas Jenner
Sound Design: SONAR Music
Edit: The Editors
Grade: Ferg Rotherham
Social Impact Partner - Kath Solly - UnLtd
