Industry gets behind youth at risk: Whitelion “Invest In Me” campaign launches

Friday 26 July 2019: Over 35 companies in the media and creative industry have joined forces to launch the first ever awareness campaign for Whitelion, one of UnLtd’s charity partners.\

The ‘Invest In Me’ campaign has been created pro-bono by Ogilvy to raise awareness and funds for Whitelion, and to change perceptions around young people at risk.

The campaign showcases the courage, resilience and strengths of the young people Whitelion supports. It tells their powerful stories that highlight their determination and ability overcome their past to create better futures on their terms. It’s these stories that mean a donation to Whitelion is much more than a one off, it’s an investment in the life of a young person.

Damien Pashby, Group Account Director at Ogilvy commented: “It’s staggering that there are approximately 36,000 young people in Australia who are currently homeless or sleeping rough. Young people who due to family circumstances and other issues usually outside of their own control, have ended up in a position where they need help. Before adulthood, these young people have often faced more challenges than most of us would in a lifetime and the daily determination that keeps them going is what we really wanted to focus on. They’re not homeless, they’re survivors.

“Despite their situation, they have the ambition and drive to work to better their situations. This is a side of homelessness that hasn’t been focused on to date, and essentially is the point of impact for Whitelion – helping to provide support and guide the next steps in their lives to impact them for the better. The real young people who feature across the ‘Invest in Me’ campaign were a true inspiration to work with and the hope is that through this campaign, we can help Australians recognise the potential that exists inside each and every one of the youths that Whitelion work with.”

The campaign has received unprecedented support from across the industry with over $2.9m worth of media inventory donated through UnLtd.

Chris Freel, CEO of UnLtd commented: “Our role at UnLtd is to unlock the power of our industry to help children and young people at risk and this campaign is a perfect example of the good we can do when we work together. Not only will this campaign generate funds and awareness for Whitelion, it also gives us a chance as an industry to get behind a cause and to change perceptions of young people at risk. We are so grateful for the 35+ companies that have generously donated inventory and of course for Ogilvy for creating the campaign to help make a real positive difference in the society.”

The campaign is running across digital, print, radio, TV and outdoor in July and August. Companies supporting the campaign include: 10 Digital, ACM, ARN, AdNews, Daily Mail, Domain, Facebook, Google, InMobi, JCDecaux, MCN, Network 10, News Corp, Nine, Nova, Ogilvy, OGB, oOh! Media, Pacific Magazines, Pedestrian, PlayersVoice, QMS, Quantcast, REA, SBS, Seven Digital, Shopper Media, Seven Network, Snapchat, Southern Cross Austereo, Spotify, The Guardian, The Trade Desk, Tonic Health Media, Tribe, Twitter, Unruly, Val Morgan, Verizon, Wavemaker and WOM Network.

Rosie Walsh, Client Communications Manager at Wavemaker commented: “We are extremely grateful to have been given the opportunity to help bring this campaign to life. It’s a powerful reminder of the influence our industry holds and the positive change we can drive, when we all band together. The Wavemaker team have all absolutely loved working on such an incredible campaign alongside Whitelion, UnLtd, Ogilvy and all of our generous media partners.”

Hang Vo, CEO of Whitelion said: ““We are absolutely blown away by the incredible support we’ve received from the media, marketing and creative industry through UnLtd. This campaign is a unique opportunity for us to raise awareness of Whitelion and to help change the perception of the incredible young people we support. The circumstances these young people have had to face are often at no fault of their own. Our job is to help them move forward and build a better future for themselves – to choose a life they want, not what they’ve been given. We help build their skills and confidence to form positive social connection through mentoring and outreach which improves their chances of going back to school or getting a job.”


Campaign assets:

TVC: https://youtu.be/E0DMgki7tyY

Posters: https://www.dropbox.com/sh/qjc9hd64fmux7ap/AAArOnRv5_pzNxuo9RJkRmfza?dl=0


Creative Agency: Ogilvy

Creative Director: Luke Hawkins & Ben Smith

Art Director: Simon Dall

Copywriter: Jasmine Subrata

Creative Designer: Chad Edwards

Executive Producer: Rob Spencer

Agency Producer: Sophie Stone

Chief Strategy Officer: Toby Harrison

Strategist: Magdalena Tomislav-Collins

Group Account Director: Damien Pashby

Account Director: Anne Brooke


Production Company: OgilvyX

Director: Newman Sorensen

DOP: Paul Shakeshaft

Sound: Nylon


Production company: Louis&Co

Photographer: Steve Baccon

Production Director: Ashley Risstrom

Agency Producer: Giovanna Javelosa


Media Agency: Wavemaker

Client Communications Manager: Rosie Walsh

Strategy & Planning: Alisha Imam

Investment Manager: Jun Sayabath

Investment Executive: Gabriella Iskander

Digital Manager: Giorgia Tavella

Digital Associate Manager: Annastasha Gounder

Digital Campaign Administrator: Laurence McLachlan


Client: Whitelion

Director of Strategy, Marketing & Communications: Rowena Middlemiss


Co-ordination: UnLtd

Katie Rudge

Rachel Troy


About UnLtd

UnLtd is a social purpose organisation connecting the media, marketing and creative industries with charities helping children and young people at risk. Find out more at http://unltd.org.au/


About Whitelion

Whitelion is a charity that connects at risk young people with the community to educate them to make positive and often life changing choices through practical and effective support such as mentoring programs, education and employment. http://www.whitelion.asn.au/

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