Youth Off The Streets has teamed up with INNOCEAN Australia, PHD Media, UnLtd and Rabbit Productions to launch a new campaign highlighting the cascading impact of small acts of support.
The campaign aims to challenge apathy around youth homelessness, reframing the issue as something individuals can influence rather than an overwhelming systemic problem.
Real stories, real impact
Directed by Jasmin Tarasin, the campaign centres on two real-life stories.
‘Blanket’ follows Layla, who became homeless with her younger sisters after fleeing domestic violence, while ‘Cuppa’ tells the story of Ben, who went from living on the streets to becoming a youth worker supporting others.
Both stories highlight the role Youth Off The Streets plays in helping young people rebuild their lives.
Shifting perceptions
Karen Penning, Head of Communications at Youth Off The Streets, said the campaign addresses the fact that young people experiencing homelessness are often misunderstood.
“For too long, young people facing homelessness and disadvantage have been invisible or misrepresented… seen as problems rather than victims of broken systems,” she said.
“When these realities aren’t seen, they aren’t solved.”
Industry backing builds momentum
The initiative builds on PHD Media’s ongoing support for the cause, generating $3.4 million in media value last year and involving more than 20 partners.
This year, the campaign has already secured more than $1 million in media value, with over 30 partners attending a recent media briefing.
Gemma Dawkins, National Head of Digital and Charity Committee Lead at PHD Media, said the work reflects the industry’s purpose.
“I can’t think of something that brings more purpose to our days than working towards a future where every young person in Australia has a safe space to sleep,” she said.
Creativity meets purpose
Brendan Willenberg, Executive Creative Director at INNOCEAN Australia, said the campaign tackles a key barrier to action.
“For many Aussies, the biggest barrier is the feeling the problem is too big… but every gesture, no matter how small, can have a massive impact,” he said.
Kath Solly, Impact Account Director at UnLtd, added the campaign shows what’s possible when collaboration meets purpose.
“This campaign has been a powerful example of what’s possible when passion meets purpose… we’re proud to help bring it to life,” she said.
Tarasin said the approach focused on creating space for authentic voices.
“Youth Off The Streets is about meeting young people where they are… with dignity, care and the belief that their stories matter,” she 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
Main image: Youth Off The Streets