Showcase

Campaign: #laceitup

WPP company(s):
Mindshare Sydney
Client:
Youth Off The Streets
Value:
AUS$45,000

Overview

More than 47,000 under-25s are homeless in Australia. Each night they don’t have the luxury of taking their shoes off before bed. Through the #laceitup campaign, the public could show its support to end youth homelessness by purchasing and wearing the distinctive blue shoe laces.

Results

  • 1.2m Australians reached in two months.
  • 300 editorial pieces generated and 32,000 engagements on Instagram.
  • 112% increase in campaign donations to Youth Off The Streets.

Awards

  • Cristal Festival 2014 – Emerald Media Cristal.
Montage of images showing laces