Client
Brisbane Youth Services
Services
Flipsters
Ben Fowler
Designer
Bryce Schneider
Head of Strategy
Doug Wilson
Motion Designer
John La Motta
Creative Director
The real housing crisis
Brisbane Youth Service (BYS) supports vulnerable young people to secure and maintain housing. At a time when Aussies everywhere are facing a rental and housing crisis, for young people at risk of or currently experiencing homelessness – securing suitable and safe permanent housing is almost impossible.
Our brief was to draw attention to the youth housing crisis, and drive donations to support BYS’ incredible and vital work.
Hyper localisation
We tapped into the current zeitgeist of the cost of living and housing affordability crisis, and leveraged a topic of high public attention to focus on youth homelessness. We created an alternative real estate campaign across 40+ suburbs, declaring Brisbane ‘Not For Rent’.
Utilising out of home in an innovative and hyper localised way, we created executions that coupled imagery shot in recognisable proximity of the billboard sites with updating, suburb-specific statistics
A conversation starter
We put our audience in the same space as those experiencing youth homelessness, urging them to engage with those who often go unnoticed. We closed the loop with thank yous for each suburb, with real data on the number of young people supported in each area via donations in the campaign period.
Supplementing the outdoor campaign we created ‘Not For Rent’ corflute signage in high traffic areas, making real estate ads for sleeping rough in places like the Fortitude Valley or Bowen Hills.
From the client
Emily Nunes
Head of Marketing and Communications
Having the creative might of Flip as an extension of our very small in-house team has been incredible. Their dedication and expertise have allowed us to amplify our message and reach a wider audience, ultimately driving positive change for vulnerable young people in Brisbane.
Key outcomes
The Not For Rent campaign was BYS’ most successful ever, and received significant media attention from local print and television networks, with earned coverage driving the campaign further than we ever could have hoped.
Earned media value
$250k+
NEW DONORS
71%
INCREASE IN DONATIONS FROM 2023 APPEAL
62%
INCREASE IN TOTAL DONATIONS
171%