Opportunity

A part of a winning entry to QUT's inaugural Advertising Competition, for Australian non-for-profit Youngcare. Their mission is to provide housing solutions for young Australians with high care needs, who are otherwise need to live in aged care and other unsuitable living arrangements.

Despite Youngcare's mission involving the well being of young Australians, it was this same age group that had the poorest rate of donations. The charity would often rely on corporate sponsors and older, high-paying donors to field the cost of construction for new housing. Youngcare needed a means to connect authentically with a younger audience not just once off but in a way that would develop donors for life.

Outcome

The proposed solution was the Care Package, a subscription box with content geared towards young Australians, to capture long-term and loyal donors. Youngcare would partner with appropriate brands to provide products for the monthly boxes in exchange for brand exposure to their target demographic, along with monthly construction and donation goal updates in the form of engaging infographics to encourage additional one-off donations.

Low production costs were considered in the design of packaging using minimal spot colours, along with complimentary collateral.

Key responsibilities

• Developed the sub-brand look and feel, ensuring it fit under the umbrella of the established Youngcare brand.
• Created a full suite of speculative brand assets included packaging, merchandise and infographics.