Client: Property Industry Foundation

Project: Empower Homeless Youth - Brand Identity and Product Launch 

Sector: Not-For-Profit Charity

The Solution

The key brand positions of Stop, Help or Empower were identified. "Empower" was chosen as it reflects the collective positive attitude of the Foundation as it empowers homeless youth through providing accommodation, counselling, education and creating pathways to employment.

To create a sense of community and what can be achieved, the positional tagline "Together we can" was added as a powerful call to action that can also transcend all future digital and print marketing collateral.

To prove the "Empower" positioning, simple line illustrations and child-like illustrations were added to essentially challenging real life images of homeless youth street images that show the empathy, the positivity or empowerment that can be given to get every homeless or at-risk person off the streets within time.

The Objective

To brand the Property Industry Foundation (PIF) Regular Giving Program in such a way that it appeals to anyone who works in the construction industry or related to the construction industry at a blue collar level to encourage them to give regular donations to help youth homelessness, rather than give to other notable charities.

To create a series of branded marketing collateral, presentations and an easy to follow sign up or donation process aimed at employers and their


 

SIGN UP NOW - your company can make a tangible difference

Every night across Australia over 44,000 young people are homeless.¹ By making the Property Industry Foundation your Workplace Giving charity of choice, you can make a tangible difference to at-risk and homeless youth. This is achieved by the Foundation through partnerships that bring the property and construction industry together to build safe environments and support charity-managed initiatives focussed on education, employment and well-being.

  • 43% of homeless people are under 25 years old.¹

  • 17% of homeless people are under 12 years old.¹

Sign up for Workplace Giving and become part of an industry-wide initiative to rebuild young lives. The Property Industry Foundation channels donations, skills, materials and volunteers to build homes and help our Charity Partners provide vital support for at-risk and homeless young people.

¹ 2011 ABS Census.