Auckland City Mission – A Harsh Reality

Homelessness has become Auckland's 'invisible problem'. Even though many Aucklanders walk past people sleeping rough on a daily basis, they seldom take the time to see the struggles our homeless people go through every day.

The business challenge

Auckland City Mission's Winter Appeal always successfully draws attention to the plight of the city's homeless and we wanted to start from this platform and lift things up a gear. With multiple charities tackling homelessness, we needed to find a way for the City Mission to cut through the noise to reach a fundraising goal of $300,000 in only five weeks with a budget of just $20,000.

Audience

We appealed primarily to Auckland women 25 to 45 in middle-income families with a strong social conscience, and in a broader sense, all Aucklanders who care for the community.

Solution

Our approach was to find a way to bring to life the experience of being homeless in a realistic way so we created a unique 360-degree video experience. It dropped the viewer into a series of confronting moments, keeping it authentic by using real stories from real people who had experienced life on the streets – not actors, shot from the perspective of one of Auckland's homeless.

Results

The video was viewed more than 22,000 times across YouTube and Facebook and helped to double the income of the winter campaign compared to the previous year.

What people said

"When we asked Track to help us with our Winter Appeal, they responded with this innovative idea of bringing to life the stories of our city's rough sleepers and we thought, 'We absolutely need to do this'"
- Auckland City Missioner, Chris Farrelley

"The 360 film has been very powerful, and will continue to have an impact."
- Alexis Sawyers, Team Leader – Fundraising

What’s next?

Head back to the Work page to choose again

The Work

Westpac First 100 Days

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