Kids Under Cover launches ‘Donate Your Car’ campaign via Brand Play and Half Dome
Kids Under Cover, the charity dedicated to preventing youth homelessness, has launched an emotive new campaign, developed by Brand Play and media planned by Half Dome in collaboration with UnLtd, to drive awareness for its Donate Your Car program. The unique program auctions unwanted vehicles to fund safe housing opportunities for young people at risk of homelessness.
The campaign reimagines what it means to say goodbye to an old car, reminding Australians that “every ending can be a beginning”.
At the heart of the campaign is a 90-second film that follows the journey of a pre-loved car as its value is transformed into a safe, supported home for a young person. With a warm, nostalgic tone, the ad highlights the memories and journeys Australians share with their cars, showing how each donation creates a new beginning for a young person in need.
Says Jeff Mackay, Owner of Brand Play: “Working alongside the Kids Under Cover team felt less like a partnership and more like joining a family. Their dedication to changing young lives is inspiring, and it drove us to pour our hearts into every frame of this campaign. It wasn’t about making an ad — it was about honouring their impact, and making sure the message landed in the most authentic way possible”
The film is supported by digital, social, radio, and out-of-home executions rolling out nationally from this week. Half Dome is leading the media planning and securing pro-bono media from multiple partners. Media owners supporting the campaign include: Carsales, Foxtel, JCDecaux, Mamamia, NewsCorp, Nine, oOh!media, Paramount, Pedestrian, REA Group, SBS, Seven, and The Guardian.
Says Renee Murray, Head Of People & Culture at Half Dome: “From our perspective, there couldn’t be a more natural alignment between KUC and Half Dome. We both exist to create space to thrive and unlock our whole potential. KUC allow young people the opportunity to find space, safety and support, and Half Dome realise people’s potential and work to unlock our clients’ capabilities. Partnering with KUC fuels our purpose, ignites our passion and reminds us of the power of meaningful work to create positive impact.”
The campaign is the first of its kind for Kids Under Cover and aims to raise awareness of the unique donation method, to raise funds for safe accommodation for young people at risk of homelessness.
Says Kath Solly, Impact Account Director at UnLtd: “This campaign was such a special one to bring to life. It was truly an all-hands-on-deck effort, a small but mighty team of passionate people coming together with friends and family pitching in to make sure the story was told with heart, passion and impact. A huge thank you to Brand Play, Half Dome and Bit Foundry for bringing their all. It’s amazing what can be achieved when good people rally around a good cause.”
Says Jasmin Lesniak, Head of Fundraising and Communications at Kids Under Cover: “This campaign captures something really special – the idea that every ending can be a new beginning. Through our Donate Your Car program, something no longer needed is turned into safety, stability and opportunity for young people facing homelessness and everyone can play a part in making this happen. Bringing this story to life with the creative brilliance of Brand Play, the media expertise of Half Dome and the generous support of UnLtd has been extraordinary. We’re so grateful for these meaningful partnerships, not only for helping to showcase the impactful work we do, but for bringing heart and humanity to the life-changing mission of Kids Under Cover.”
Campaign homepage: www.kuc.org.au/donateyourcar
Client: Kids Under Cover
Production Partner: Brand Play
Media Agency: Half Dome
Production Partner: BitFoundry
Impact Partner: UnLtd