For many Aussies, tackling youth homelessness and complex disadvantage can seem like an insurmountable challenge. As a result, it’s easy to disengage with the issue, blame poor parenting or the young people themselves, rather than making an effort to change things for the better.

In a new campaign for Youth Off The Streets, Innocean Australia, PHD Media and UnLtd aim to shake Aussies out of this apathy, by showing how even the smallest gestures can have life-changing impacts for at-risk young people. The campaign presents two real stories from young Australians who have had their lives changed by Youth Off The Streets. Each story, directed by Rabbit Productions director, Jasmin Tarasin, focuses on a seemingly insignificant item – a blanket in one, a cup of tea in the other – that holds a world of meaning for the young Aussie. The items bring the possibility of change to the foreground, standing apart from the usual tragedy scenarios.  

Blanket tells the story of Layla, who became homeless with her younger sisters to escape domestic violence and found herself sleeping under a towel on the floor of a motel room. Today, with support from Youth Off The Streets, she and her sisters have their own home and are now thriving.

Cuppa tells the story of Ben, an at-risk young person who lived on the streets, received support from Youth Off The Streets and is now a trained youth worker, helping other young people navigate the challenges he experienced firsthand.

Brendan Willenberg, executive creative director, INNOCEAN Australia, commented, “We learned that for many Aussies, the biggest barrier to taking action is the feeling that it’s just too big for anyone to really make a difference. But with Youth Off the Streets, every gesture, no matter how small can have a massive impact for at risk youth.”

Now in its second year working to combat youth homelessness, PHD continues to build momentum behind the cause. Last year, the agency generated AU$3.4 million in media value with over 20 partners rallying behind the cause. This year, in support of Youth Off The Streets, the agency has already secured more than AU$1 million in media value, kicking off fundraising with a media briefing attended by 30+ partners just last week.

Gemma Dawkins, national head of digital & charity committee lead at PHD Media, stated, “We’re hugely grateful to our media partners for their ongoing support and generously donated inventory. We talk a lot about purpose in this industry, and I can’t think of something that brings more purpose to our days than to work towards a future where every young person in Australia has a safe space to sleep.”

Karen Penning, head of communications at Youth Off The Streets, added, “For too long, young people facing homelessness and disadvantage have been invisible or misrepresented, seen as problems rather than victims of broken systems. When these realities aren’t seen, they aren’t solved. Through our partnership with UnLtd, INNOCEAN Australia, Rabbit and PHD, we’ve been able to change that. Together, we’ve shared stories of real young people with honesty, dignity and humanity, and we’re deeply grateful for the care, creativity and commitment each partner brought to making those voices heard.”

Kath Solly,impact account director at UnLtd, commented, “This campaign has been a powerful example of what’s possible when passion meets purpose. At UnLtd, we’re proud to play the role of connector, and to witness Innocean truly immerse themselves in the youth homelessness space, alongside the trust and openness of Youth Off The Streets, has been incredibly special. We’re so proud of the result and thankful to our media partners for helping bring it to life”

Jasmin Tarasin, directorat Rabbit Productions, added, “Youth Off The Streets is about meeting young people where they are, with dignity, with care and with the belief that their stories matter. Directing this campaign was about creating space for those voices to be seen and felt.”