#laceitup turning a victory into reality

By AdNews | 11 August 2014

After taking out the NGEN category at the 2013 MFA Awards, Mindshare’s John Dawson and Mark Golafshan have worked with Youth Off The Streets to turn their entry into reality.

Last years brief was to encourage fund raising and participation in the charity’s Sleepout campaign, which they have now brought to life with #laceitup.

The pair are distributing blue, branded laces to students and the general public to highlight the fact that young homeless people cannot take their shoes off at night.

Students are encouraged to share their participation and fundraise for the charity while wearing the laces on their school shoes.

The laces have also made their way into parliament with Minister for Health & Medical Research Jillian Skinner, Minister for Family and Community Services Gabrielle Upton, Member for Blue Mountains Roza Sage and others getting creative with their #laceitup laces during Question Time this week.

Father Chris Riley, CEO and Founder of Youth Off The Streets says it’s important to highlight the fact that there are still 47,000 homeless young people around Australia every night.

“There are still far too many young homeless people on the streets of Australia. Most young people have the luxury of tying their shoes on in the morning and taking them off at night, the young homeless sleep with shoes on. Once you’re aware, tying your shoes in the morning becomes something special,” he said.

The laces are available for purchase from the Youth Off The Streets’ website.

After ramping up the campaign and making it into parliament, the Mindshare duo are acutely aware of their achievement.

"All we can see when we close our eyes now are blue laces," said Dawson.

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