Title | HOMEPAGE FOR THE HOMELESS |
Brand | LADDER |
Product / Service | HOMELESSNESS CHARITY |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Entrant Company | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Advertising Agency | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Name | Position |
---|---|
Chris Upjohn | Developer |
Brett Harris | Developer |
Kota Matsuda | Designer |
Zac Martin | Producer |
Carrie Burman | Producer |
Jessica Krt | Producer |
Julian Bell | Group Account Director |
Rachel Semmens | Account Manager |
Alex Wadelton | Copywriter |
Katie Britton | Copywriter |
Paul Meates | Art Director |
Ben Coulson | Executive Creative Director |
We all get bombarded by hundreds of charities every year. Homelessness is an important issue, but it struggles to compete in a charity-fatigued market for a share of the public’s generosity. The task was to get people who wouldn't usually contribute to a cause like this, to become ongoing donors.
We partnered with 11 of the world's leading retailers and gave customers a new incentive to shop with them. The site made customers feel really good about buying something for themselves, it cost nothing to donate, and generated a lot of good-will for the homeless. And of course the more they buy, the better it is for everyone. Homepage for the Homeless turns the privileged act of going shopping into a generous donation for the under-privileged. And best of all, it doesn't cost you a cent.
Imagine if you could help those who have nothing, by buying something for yourself. Introducing the Homepage for the Homeless – a simple way that you can get the world's leading retailers to donate up to 15% of their sales, to the homeless. For every purchase you make through this site, our retail partners will make a donation on your behalf, at no extra cost to you. The response we were after was, 'Why wouldn't you do it?'
It’s still early days, but in the first few months Homepage for the Homeless has converted over 120,000 purchases into cost-free donations. That’s one donation for every single homeless person in Australia. The money raised is constantly being updated on the site to make sure people continue to use the site and contributing to the total. Please visit homepageforthehomeless.org for an up to date account of all money raised to date.