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.
With ZERO media...