Whitelion: No Home Address

Whitelion, the fundraising charity, gained visibility in a year filled with national disasters in Australia.

Executive Summary

In a year when generosity was crippled by not one, but two all-consuming national disasters (bushfires and COVID-19), Whitelion was in a fight for their survival. One that would seal the fate of at-risk youth reliant on Whitelion.

So, how does one of the smallest charities in Australia gain visibility over the Goliaths? By convincing corporates to lend us their homepages. An asset they saw as an insignificant revenue raising device, but one with endless potential.

On World Homeless Day, their homepages became a Whitelion donations portal; giving us the visibility to outperform the category with an...

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