YWCA

Overview

Advocating for Housing Security and Gender Equality

Brief

A series of three engaging videos to communicate key advocacy messages about the link between housing security and gender equality, using diverse characters and YWCA’s vibrant colour palette. YWCA Australia had launched their repositioned brand, which seeks to position YWCA in a more human, accessible way to their target audience – women, gender diverse people and their families who are at risk of experiencing, currently experiencing or with experience of housing insecurity, homelessness, or domestic and family violence. As part of this repositioned brand, they enlisted Laundry Lane to create a series of videos to be used in their external communications, primarily social media to explain key components of their advocacy messaging and helping people understand the link between housing security and gender equality.

Solution

Laundry Lane created a series of 3 videos, each centred around a specific theme or topic. The themes included Building a Healthier Housing System, Unlocking Potential Through Gender Equality, and Investing in the Future of Young Women and Gender Diverse People. We created a set of characters that represented a variety of ages, cultural backgrounds, sexualities, gender expressions, and socio-economic statuses to reflect the wide range of women and gender diverse people engaged with YWCA. Throughout the video, we were able to utilise YWCA’s colour palette that represents their fun and approachable ethos.