Youngcare launches Bronwyn’s Dad’s Youngcake for young people via Publicis Mojo, Brisbane

Australia wide, there are over 7,000 young people with high care needs who are forced to live in aged care because they have nowhere else to go. Youngcare is a non-for-profit organisation dedicated to getting young people out of those facilities, helping them live the young lives they deserve.  

To raise money and awareness for its cause, Youngcare and Publicis Mojo Brisbane have launched “Bronwyn’s Dad’s Youngcake” – a Christmas cake for young people, by young people.

VIEW THE CONTENT

The family recipe belongs to current Youngcare resident Bronwyn, a recipe she baked with her father until a diagnosis forced her into a facility where she was unable to do simple things she loved. After moving into specially designed Youngcare accommodation, she now has the opportunity and choice to do things like bake her cherished father’s recipe once again.

With support from celebrity chef Ben O’Donoghue and beautiful package illustration by Archibald Prize finalist Michael Zavros, the team have taken the Christmas cake – something traditionally seen as old-fashioned and made it young again.

Already, Youngcare has sold 3,000 Youngcakes, with all proceeds going towards building better lives for people like Bronwyn.

Says Samantha Kennerley, CEO, Youngcare: “We’ve been so thrilled with the support from the community for this great initiative, which will enable us to further help young people with high care needs.”

Says Andy Ward, creative director, Publicis Mojo Brisbane: “We were tasked by Youngcare to create a Christmas DM piece to feature Bronwyn’s Dad’s recipe. Instead we put the recipe into production. The aim is to make 7,000 Youngcakes, one for each of the young people currently living in aged care facilities.”

Online content has been created to tell the story behind the Youngcakes, filmed and edited by TheStoryBoxes.

Publicis Mojo

CEO: Samantha Kennerley