Avalon Centre appoints MOP as creative agency for its ‘Avalon Home For The Homeless’ program

Avalon Centre has teamed up with well-known Melbourne creative house Magnum Opus Partners to work on a pro-bono basis for their ‘Avalon Homes for The Homeless’ campaign.

MOP will be helping with branding and a creative campaign to help raise funds for the initiative.

The Avalon Centre has been providing support and care to the community for over 30 years, and is run entirely by volunteers. The Centre’s vision is encapsulated in their mission statement: “To help where we can, when we can, and in whatever way we can”, and has remained dedicated to this ideal since its inception. More information can be found at avaloncentre.org.au.

MOP and Avalon have formed a partnership to help address the growing problem that Victoria has with homelessness. There are currently about 23,000 homeless people in Victoria, living either on the streets, in tents, crisis accommodation, or temporary and often severely overcrowded public lodgings.

Homelessness is often caused by a chain of events including job-loss, family and relationship breakdown, domestic violence, chronic physical or mental health problems, substance abuse and lack of affordable housing. Homelessness affects all age groups. 18% of homeless people in Australia are aged between 25-34, and 17% are under 12.

‘Avalon ‘Homes for the Homeless’ campaign is based on successful programs in Finland and the UK, with secure, long-term accommodation identified as the first step to reduce homelessness and improving both the quality of life and the chances of survival for the homeless. As the Lone Ride website (lonerideforthehomeless.com.au) explains:

The ‘Housing First’ model was first developed in Finland as a response to chronic homelessness. Most homelessness policies work on the premise that the homeless have to sort their problems out first before they can get access to permanent accommodation, often requiring them to transition through short term accommodation and skills assessments. This approach, although it seems logical, does not seem to work. Finland took the opposite approach. They provide a home  rst and then address the often complex needs of the people. Since 2008, when homeless policies were based on the Housing First approach, Finland has been the only country in Europe where homelessness has actually decreased. There are now almost no rough sleepers in Finland. Providing the security of a home first and then providing support, is what gives people the courage and strength to tackle the problems which led to their homelessness in the first place.

We are inspired by the simplicity of Housing First. A model that provides a home first, and then helps people get back on their feet. Re-adjusting to a life under a roof with responsibilities. This is the model Avalon intends to replicate providing ongoing support, including building the social and practical skills needed to help people turn their lives around. The support does not stop at just providing a home, it is so much more.

Once housed, social and practical skills, such as cooking and cleaning, as well as skills to support their involvement in the community are offered. The model that Avalon are adopting is one that they hope will inspire others to adopt similar ideals and practical support for homeless people.

The first major fundraising event is The Lone Ride for the Homeless, which is

raising funds to buy the first of many Homes for the Homeless, providing long term accommodation and support. This will enable a homeless family or group to break the cycle of homelessness in which they find themselves trapped.

Says Pat Langton, creative director, MOP: “We are delighted to be in partnership with Avalon, and helping to do something great to address this huge issue we face in Victoria. We believe that we can really make difference and help to raise vital funds for this program.”

Says Deborah Holmes, co-ordinator, Avalon Centre: “The committee is very excited to have Magnum Opus Partners as our creative agency partner. Together we can hopefully make a real, positive change for homeless people in Victoria. Our growing problem with homelessness is in urgent need of being addressed effectively, and MOP are to be congratulated for offering their skills and time to help.”