Mission Australia shows family’s journey from homelessness to independence via Isentia
Mission Australia has launched its new fundraising campaign via Isentia which urges Australians to donate in the lead up to Christmas to provide support to families experiencing homelessness.
The campaign tells the true story of Craig* his wife Laura* and young daughter Sophie* who were forced to sleep in a tent in an inner-city park last Christmas when they could not find a safe, affordable place to live. After moving between relatives’ and friends’ homes and being unable to find shelter where they could stay together as a family, rough sleeping was their only option.
When a Missionbeat worker came across the family, fortunately they were able to secure crisis accommodation for them quickly. For the first time in over a week, Craig, Laura and Sophie had a roof over their heads, the privacy of their own shower and bathroom and food in the fridge.
Knowing that this solution was only temporary, however, the Missionbeat driver introduced the family to a case manager, who helped Craig and Laura complete job training and other courses and apply for work and permanent housing.
Supported by a strong network of care, the family continues to take crucial steps each day towards becoming self-sufficient and
independent.
Says Craig on the experience: “I never used to understand how people became homeless. I thought you’d have to be pretty reckless to end up like that. I never thought it would happen to me and my family. I don’t know where we’d be without Missionbeat. They’re like guardian angels on wheels.”
The advertisements offer a powerful statement: “Many families’ only wish this Christmas is to have a safe and secure home. More than 7,000 families will be homeless this Christmas, including over 17,000 children. You have the power to make a real difference for families in desperate need this year. Please donate today.”
Mission Australia’s general manager fundraising and marketing, Elvira
Lodewick, said the campaign depicts the challenges faced by families experiencing homelessness and the importance of charitable donations to support families in need.
Says Lodewick: “This family have expressed how grateful they are to have a roof over their heads, and to know that they’ll be safe this Christmas.
“Many of us take our independence for granted, but there are too many Australian families who won’t have a safe place to call home this Christmas. With the support of donors, Mission Australia can support families like Craig’s on their journey to independence, not just at Christmas but all year.
“We simply can’t do the work we do without our supporters who donate to ensure we can continue to provide support for the thousands of families that will be homeless this Christmas.”
Launching today 8 October, the campaign includes a direct mail appeal created by Mission Australia and is set to run on television, outdoor, print and digital advertisements as planned by Customedia until the end of 2017.
Mission Australia has more than 155 years of practical and proven experience in working with Australians in need. The organisation invests in housing, services and programs to reduce homelessness and strengthen communities, walking beside people and families until they can stand on their own. In 2015-2016 Mission Australia assisted 18,529 people through 62 homelessness services, including Mission Australia Housing.
Donate today: www.missionaustralia.com.au/helpthischristmas.
Client: Mission Australia
Elvira Lodewick – General Manager Fundraising and Marketing
Phil Chapman – Senior Manager Communications
Nicole Moore – Senior Manager, Marketing
Alexandra Jackson – Marketing & Communications Manager
Michele Wood – Designer
Creative agency: ISentia
Stuart Hipwell – Creative Director
Kate Halpin – Director
Frankie Presser – Executive Producer
Kate Halpin & Farha Millington-Hussain – Producers
Kevin Holloway – Cinematographer
Erfan Khadem – Offline
Matt Fezz – Online
Kathleen Burrows, Noise International – Sound
James Green – Stills Photographer
Janya Patel – Art Director
Angus Manson Account Executive / Production Assistant
Luke Tuckerman – Snr. Account Manager
Media agency: Customedia
Toby Roderick – Strategist
Ishan Dessai – Digital Planner
Melissa Osborn – Account Manager
3 Comments
This is a terrible ad. No doubt.
However what upsets me. Really upsets me is how insensitive and uninsightful this turgid mess is.
Show me a family who looks like that and interacts with each other like that and they’ll 100% have a roof over their head.
It’s as if the client has never met its own customer base (and of course the agency never has).
How can people get it so wrong. For something so important.
Dear Elvira Lodewick,
I just watched a tv commercial that you commissioned for Mission Australia. It needs to be called out that the tv spot was so unrealistic it will do Mission Australia real harm. We all understand the sentiment supposedly behind the commercial – but it is so insensitive, so far away from the real truths of homeless people that you should stop this ad immediately.
I would have, at the very minimum expected from Mission a story that portrayed a real family’s experience of the horror of being homeless – what you are promoting is at best a student film made with a childish insight and lack of any empathy.
People on this credits list you’re about to become the subject of a torrid of abuse.
Could you please just consider you got it horribly wrong and that we all need more empathy for those in disadvantaged positions. Including those who work in the area.