CHALLENGE
To increase brand awareness and cause consideration for Centrepoint, we created a bold, emotive campaign that challenges the public’s view of young people facing homelessness and highlights Centrepoint’s urgent work.
What we achieved
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Strategy
Proposition and Messaging
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Creative
Approach and Concept Development
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Production
Film Production & Direction
INSIGHT
Insight showed that negative stereotypes don’t just shape how society views young people affected by homelessness – but how they see themselves, too.
SOLUTION
Our hero films expose the barriers that make escaping homelessness so difficult – directly countering harmful stereotypes.
Launched across DRTV, digital, and DOOH, the campaign reframes the issue and builds deeper audience connection. By tackling the root of public scepticism, the campaign aims to strengthen brand awareness, increase consideration and lay the foundation for long-term supporter growth.