Youth charity Ladder launches ‘Homepage for the Homeless’ with major retailers to help the homeless this Christmas via GPY&R Melbourne
CB Exclusive: GPY&R Melbourne and youth charity Ladder have launched ‘Homepage for the Homeless’, in association with major retailers such as iTunes, Amazon, The Iconic, Deals Direct and Wotif – a simple way to help some of the 1 in 200 Australians who will be homeless this Christmas, simply by changing their homepage.
When people click through to any of the of the participating sites from Homepage for the Homeless, 15% of everything you buy will be donated by the store, to the homeless, at no extra cost. It’s that easy.
It could be a new outfit for Christmas Day from The Iconic, a trip home for the holidays from Wotif, a new book from Amazon, a plastic Christmas tree from Deals Direct, or Michael Buble’s Christmas album from iTunes – clearly it doesn’t matter what people buy, so long as they click through Homepage for the Homeless before they buy it. And there’s still enough time to get items delivered before Christmas day.
Says Leanne Rayner, fundraising and communications manager at Ladder: “Ladder is extremely grateful to have worked with GPY&R as a pro-bono client for the past few years, and Homepage for the Homeless has been our best project yet! It’s simple, fun and offers a way for people to support our vital work, without putting a hand in their own pocket. The beauty of this campaign lies in the question – ‘why wouldn’t you use Homepage for the Homeless?’ We’re excited about the difference it could make over the coming year.”
People just need to set ‘Homepage for the Homeless’ as their default homepage and they’ll never miss an opportunity to help those less fortunate whenever they shop at Christmas and beyond into 2013.
Creative Agency: George Patterson Y&R Melbourne
Executive Creative Director: Ben Coulson
Senior Art Director: Paul Meates
Senior Copywriter: Alex Wadelton & Katie Britton
Group Account Director: Julian Bell
Account Manager: Rachel Semmens
Producer: Carrie Burman & Jessica Krt
Designer: Kota Matsuda
Developer: Brett Harris & Chris Upjohn
Client: Leanne Rayner & Jette Sargood, Ladder
33 Comments
nice one Wad-doctor.
So simple it makes me feel stupid.
Simple. Brilliant. Original. And it works!!
Outstanding work.
Fuckn love it. Awesome idea & very tidy design.
Yep. Pretty darn smart idea, be interesting to see the results. Nice work by all involved.
Amazingly simple and smart idea. Refreshing to see a digital idea that isn’t layer after layer of confusing steps.
Big fan if this.
Finally someone doing charity creative that is genuinely original and looks at the issue differently. And isn’t just another award focused ad.
It really works.
I just baught some books on amazon through their keyhole. It was beautifully simple, required no codes or click throughs, and made the donation with no extra work for me.
Just a lovely note thanking me and letting me know Amazon had made the donation.
All I did was feel good that my Christmas shopping also helped the homeless a little.
This is my favourite creative idea this year (including dumb ways to die), because it genuinely made a difference and made me fell great!
Brilliant work guys. You must be very proud of this one.
Love it. One click and it’s done. Simple.
Actual decent brands too, not random ones I’d never use. iTunes is my fave.
Worked a treat and yes I dealt pretty good using it!
This is a great idea and it will make a shit ton of money for the homeless.
Great stuff!
Brilliant Meates!
Now that’s how you do charity!
Great work Paul, Katie and Alex.
It’s one of those “why hasn’t that been done before?” ideas- which are always the best. Top notch.
I want to be jealous and hate you guys for doing such a cool idea, but I can’t. It’s brilliant and I think lots of good karma is coming your way.
Congrats to all involved, a great and very original idea.
This is what they taught us marketing would be in uni.
Innovate new ideas that change the way people market brands.
Finally something that lives up to that fools promise. I was beginning to think it wasn’t possible to do things in a new and better way.
And we’ll done for bringing scale to the idea by partnering with so many major retailers.
A win for consumer, retailer and the homeless, what a great idea.
Just tired it, it works perfectly, it was also very simple and took no extra effort to buy something and dealt great to get a big company to make a donation along the way.
Love the way it uses corporate karma to make big retailers share a small bit of their profit in the sale, a win for everyone.
Nicely designed sight also.
This will make a packet for the homeless, and without having to buy a wrist band or poppy or raffle or grow a mustache or something else annoying.
Terrific new way to look at charity. Great that it is all about getting a result and not just an ad to impress an ad jury.
So good. I can’t work out what I’m in love with more. The idea, the execution or Paul’s beard. Well done.
Classy, very classy. Even by Patts standards, this is standout.
Great original idea, great execution, great retail partners.
Just tried it, very easy to do. I’m going to set it as my homepage.
As the chic from Ladder said in the PR, what wouldn’t you use it!
I guess some blog hack will try to pull this one down, but I think it’s brilliant.
The perfect blend of creativity, tech, and user experience. Easy to use and just one of those ideas waiting to happen.
A big congrats too it’s creators, you are very talented and have your harts in the right place.
Kudos to the quiet achiever at Patts- Katie. This and AFL League of its own- pretty good stuff to have in your book!
So simple. So brilliant.
Nothing to say about this one.
Awesome! Work i’d love to have done.
What a fantastically simple business idea.
A great demonstration of what the top modern creatives can do, outside traditional ads.
This will be of significant benefit to the homeless cause and to the retailers who sign on.
Wonderful symbiosis.
Thanks GPY&R for reminding me that you can be a creative in advertising and make fantastic original ideas and still have a conscience.
Very timely, I have had a shitty year making tired formula stuff for research groups and greedy corporate marketers.
NIce to know it can be done.
Hands down winner of the best Christmas Spirit creative idea this year. So much more valuable than most of the silly Christmas creative indulgences on this blog.
Puts a interesting perspective on how different agencies use their pro bono time and resource.
First class work again GPY&R.
Merry Christmas to you all.
Love this work, top self idea!
Not what we’d do in my day, it’s heaps better.
Good on Patts, good on the industry, and good on this publication for sharing it with the world. Hope it works its pants off.
Fantastic work Patts team!
I just posted a link to all my Facebook friends, 1276 of them. Hope that helps to spread it. It a great idea and I hope as many people as possible use and spread it.
Just did the same with all my facebook friends, and bought some books for Chrissy presents.
It’s great. Get onto it Ad peeps!!
It’s really really good guys, well done you clever bastards.
This idea totally shakes up the community service and charity category, for the better. Lets give it gold. Screw it, let give it best in show. Maybe it will send a signal that creative award shows can recognise great ideas that challenge the category norm and make a real difference to their client. Hell yes, lets do it!