Whitelion Youth: The Loudest Call

Magdalena Tomislav

Whitelion Youth, a charity, launched The Loudest Call, reigniting public payphones in Australia, to drive donations to remain viable, connect with a new audience and achieve mass reach.

Campaign details

Brand: Whitelion Brand owner: Whitelion Youth Agency Entrant company: Ogilvy Australia Idea creation: Wavemaker Sydney Market: Australia Sector: Charities & voluntary organisations Media channels: Websites & micrositesBudget: No budget

Executive summary

Whitelion is a small charity, struggling within a declining category, and constantly battling a longstanding, unfair stigma towards homeless youth.

Persistent drops in donations meant Whitelion had one last opportunity to raise funds, or faced suspending the lifeline they provided to 1,739 young homeless Aussies.

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