The Kindness Kit
Campaign | Branding
North Metropolitan Tafe
PADC Skulls x Salvation Army
When presented with the PADC Skulls brief to name, develop and brand an activation intended to increase awareness, and reduce negative stigma around youth homelessness in WA (in 6 weeks) it was safe to say I felt overwhelmed.
I approached the problem with genuine curiosity about how the youth, actually felt about youth homelessness. I took full advantage of my sisters position as a primary school teacher and surveyed some year 5 students. Using the key insights that a) some students still held conservative views about why and how people end up homeless and b) 60% of them felt helpless toward the issue, The Kindness Kit is a campaign that targets 10-12 year olds to make actionable change, all whilst challenging negative stigma.
My thinking? Who better to educate on youth homelessness than future change makers.
The Kindness Kit invites year 5 students to ‘swap backpacks for a day’ with someone experiencing homelessness. The backpack includes items like a jumper, a sleeping bag, and other essential items someone living rough might hold onto. Each are labeled with educational cards explaining their use.
The goal is for students to get a glimpse into what being homeless is like, and how it can happen to anyone, fostering empathy whilst educating.
