HOMEPAGE FOR THE HOMELESS

TitleHOMEPAGE FOR THE HOMELESS
ClientLADDER
Product / ServiceHOMELESSNESS CHARITY
CategoryB05. Public Service, Charity & Fund Raising
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Entrant Company GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Advertising Agency GEORGE PATTERSON Y&R Melbourne, AUSTRALIA

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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?'

Results

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.

Credits

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