Short Back & Sidewalks launches transformative brand campaign via Wildlings Perth

A simple haircut can be life changing. That’s the powerful message behind Short Back & Sidewalks’ new campaign, developed by Wildlings Creative Agency, Perth with pro bono production support from Lush, Mauro Palmieri, and Soundbyte.

Spanning TVC, radio, OLV digital, and static out-of-home (OOH), the campaign highlights the transformative impact of a haircut on individuals experiencing homelessness and poverty.

“When you’re cold, hungry, scared, and unsure where you’ll be sleeping, your appearance might not feel like a priority,” said Natalie Jenkins, CEO at Short Back & Sidewalks. “But a simple haircut can restore dignity, boost self-confidence, and help someone feel themselves again.”

Short Back & Sidewalks is a free hair-cutting and grooming service for people experiencing homelessness and poverty. Founded in Perth in 2015, the organisation has grown into a national movement, operating across Western Australia, South Australia, New South Wales and Victoria.. With a mission to create positive connections and build self-confidence through haircuts, SBSW works alongside service providers across the country to reach those most in need.

The new brand campaign visually and emotionally captures the power of personal transformation. Through a combination of intimate storytelling and striking imagery, it showcases how a haircut can change not just how someone looks, but how they feel about themselves and their place in the world.

“Our service goes beyond free haircuts,” added Jenkins. “We create meaningful conversations, connections, and visibility for some of Australia’s most marginalised individuals. This campaign reflects that—showing the impact of human connection and care in a deeply personal way.”

“Working on this campaign alongside Short Back & Sidewalks has been a meaningful experience,” said Matt Wilson and Pat Lennox, Creative Directors at Wildlings. “Our creative concept centres on the personal empowerment that comes from a fresh haircut—demonstrating how a simple act of care can spark a profound shift in someone’s outlook.”

Originally run entirely by volunteers, SBSW has expanded significantly, with over 200 volunteers working alongside a small, dedicated paid team. In 2024, the organisation expanded to 8 regional locations across Western Australia, supported by the Australian Government Department of Social Services.

Join the Movement: Short Back & Sidewalks is always looking for new volunteers and partners to help expand its reach. Those interested in supporting the organisation—whether through volunteering, hosting a haircutting event, or partnering in other ways—please reach out.

Play the “Child,” “Woman” and “Man” radio ads below:

Credits
Wildlings
Creative Partners / Writers: Matt Wilson, Pat Lennox
Head of Art: Neil Martin
Fonts and Graphic Design: Garreth Bennett & Jon Case
Group Account Strategist: Nicole Lennox Gray
Group Account Director: Cait Totten
Account Manager: Jen Wong
BTS and Content: Claudia Brazier

Lush
CEO: Clare Reid
Editor and VFX Artist: Davide Boscolo
Post Production Lead & Director of Photography: Gavin Carroll
Head of Studio: Justin Stewart

Photography: Mauro Palmieri

Soundbyte
Producer: Holly Miller
Sound and SFX: Brad Habib and Lachy Cooper