Kids Under Cover – Target 450

Not-for-profit
Written By Justine Donaldson – Creative Director

Kids Under Cover (KUC) is an Australian charity dedicated to preventing and ending youth homelessness. With the release of its 2025 government investment prospectus, KUC needed an advocacy campaign to generate public support for its funding requests. 

KUC needed a campaign that cut through the crisis care landscape with clear, punchy messaging about the value of prevention in ending youth homelessness. 

We developed ‘Target 450’ as a single-minded message that sets a straightforward, tangible goal for the public and government to get behind - preventing 450 more young people from ever becoming homeless. Featuring bold, stamp-like visual assets, statistics and stories aligned to the KUC brand, the campaign was activated on socials, EDMs and website. 

By evolving the way KUC talks about its work to reach and activate new audiences, Target 450 has enabled KUC to secure multi-year government funding for the first time in the organisation’s history.

Animated 'Target 450' logo that pops and wiggles on a yellow background.
Target 450 logo pops an wiggles over the words 'End homelessness for 450 young people'. An image of a teenage boy is in the background.
Close up image of two people shaking hands and handing over a key with a Kids Under Cover keyring on it. The words 'Will you show our government Target 450 matters?' sits on top of the image.
Social media carousel design example promoting the Target 450 message.
Social media carousel design example focused on the story of Talia, who escaped family violent at 13.
Social media carousel design example highlighting that 36% of homeless young people are First Nations People. Carousel post promotes the Target 450 campaign.
Kids Under Cover website homepage that promotes the Target 450 campaign.
Justine Donaldson – Creative Director https://cuplastudio.co
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