Campaign: Change the Number

WPP company:
Y&R Melbourne


Ladder, the youth homeless charity founded by three members of the Australian Football League (AFL), believes that zero is the only acceptable number of young homeless people. So the ‘Change the Number’ campaign featured AFL players wearing the number 0 – a jersey no player has ever worn. The sporting community responded with AFL legends, celebrities, politicians and sports fans getting involved to raise money and Change the Number.

Results & Awards:

  • 21.5m media impressions.
  • 800% increase in website visits via Instagram.
  • 70% increase in funds raised.
  • 11 - communities
  • 16 - peace