For Youth Homelessness Matters Day on Wednesday 17 April, HoMie teamed up with Melbourne independent Town Square to launch the ‘Give One. Get One’ promotional campaign.
Since 2015, HoMie has helped over 2,550 young people through its social impact programs.
Amplifying the Melbourne-based streetwear label‘s mission of supporting young people affected by homelessness or hardship, the work played on the traditional “buy one get one free” deal.
For every HoMie hoodie purchased on the day, fellow streetwear label Champion would donate a hoodie to a young person impacted by homelessness.
Homie’s chief executive officer, Steph Say, said the ‘Give one. Get One.’ promotion “is not just about selling hoodies, it’s about creating a moment for our community to show solidarity for young people affected by homelessness in a meaningful, tangible way.
“Every purchase becomes a statement, the community coming together to give back, reminding Australia that giving isn’t a chore, but something that can be cool, empowering, and, most importantly, fun.”
Alison Ray, Town Square’s general manager, praised HoMie for the difference it was making to the lives of young people affected by homelessness.
“As a proudly Melbourne-based agency, it’s an honour to be part of such a great initiative for this Melbourne streetwear brand and one that ties in with our passion for tackling homelessness,” she said.
The campaign was supported across out of home, print, digital display, social and radio, plus in-store activations that gave buyers the chance to be shot by the campaign photographer, which were then used as assets to fuel an earned social strategy.
Last year, a number of initiatives from adland launched in an effort to combat youth homelessness.
In August, native advertising platform, Taboola, strengthened its ties with Youth Off The Streets charity in partnering with social purpose organisation, UnLtd.
And brand design agency Hulsbosch led the rebrand of youth homelessness charity, Lighthouse Foundation, which undertook a major expansion in 2023.
See also:
Taboola partners with UnLtd for Youth Off The Streets
Hulsbosch unveils rebrand for Lighthouse Foundation ahead of expansion in 2023
Credits:
Client: HoMie
CEO: Steph Say
HoMie Co-Founder and Creative Director: Marcus Crook
Creative agency: Town Square
Executive creative director: Brendan Day
Art director: Peter Crawford
Copywriter: Sam Nicolaci
Strategist: Jeff Malone
Client lead: Alastair Langsford