Whitelion

Rowena Middlemiss - Director of Strategy, Marketing & Communications

Ogilvy Sydney *Lead Agency

Damien Pashby - Group Account Director Toby Harrison - Chief Strategy Officer Magdalena Tomislav-Collins - Strategist Luke Hawkins - Creative Director Simon Dall - Art Director Jasmin Subrata - Copywriter Ben Smith - Creative Director

Wavemaker Sydney

Alicia Imam - Media

Rehabilitating homeless, at-risk youth isn’t seen as a worthwhile cause. Their circumstances are seen as a symptom of substance abuse and laziness – sadly the real cause is domestic violence. To ignite support and donations from Aussies we needed to reframe their perception. Our creative solution, Invest In Me, positioned at-risk youth as survivors worth investing in, not victims of their own creation. The strength of the idea inspired and united the media world, helping secure $6M worth of media placements, allowing Whitelion to launch its first mass awareness campaign.