CLIENT
Whitelion Youth
1. Rowena Middlemiss - Director of Strategy, Marketing & Communications
2. Lauren Gatt - Manager - Events and Fundraising
AGENCY
1. Ryan O’Connell - Chief Strategy Officer
2. Magdalena Tomislav - Strategy Director
3. Damien Pashby - Client Lead
4. Ashleigh Taylor - Senior Account Manager
5. Toby Talbot - Chief Creative Officer
6. Carl Robertson - Associate Creative Director
7. Blake Arthur - Associate Creative Director
8. Nick Robinson - Creative Technologist
SUMMARY
At-risk youth was one of the most problematic plights in the not-for-profit category. They were seen as delinquents underserving of support. And so, it was a plight the community had completely disengaged with. In reality, at-risk youth were survivors and the ultimate personification of an ‘underdog fighter’, a trope all Aussies inherently rally behind. Using an equally invisible aspect of our streets, public payphones, Whitelion staged the loudest CALL for help. Literally. The result? Direct engagement at scale, increased donations, and a change in the national conversation around at-risk youth.
