Campaign details
Brand: WhitelionBrand owner: N/A - independantLead agencies: Ogilvy Australia, WavemakerContributing agency: Team RedMarket: AustraliaIndustries: Charities & voluntary organisationsMedia channels: Online display, Outdoor, out-of-home, Print - general, unspecified, Public relations, Radio & audio, Social media, TelevisionBudget: 0k
Executive summary
It's all but impossible for an underdog to succeed in today's philanthropy category. Aussies were disillusioned with charities, and Whitelion had one of the toughest sells.
Rehabilitating homeless, at-risk youth wasn't seen as a worthwhile cause. Their circumstances were seen as a symptom of substance...