Ladder faces a massive funding problem. They do great work in a space filled with other charities vying for the same donation dollar. We identified a strong link between Public Transport Victoria and Ladder, both deal with homeless youth each day. We needed to create a positive direct marketing campaign that ulitised the immense access PTV provided, but on a reasonably tight budget.

We embedded MYKI terminals (the system PTV use for customers to top up their travel cards) into metrolites, making for a simple and effective donation mechanism that also delivers a heartfelt message. Every time someone touched their MKYI card onto the terminal in the poster, a small donation was made to Ladder. We dotted the metrolites around the city close to public transport.

The campaign is ongoing.

So far PTV have been able to provide 1.4mil to help Ladder, who have been able to open a new support centre. Awareness for Ladder and the work they do with Melbourne’s disadvantaged youth has increased. The success of the PTV and Ladder partnership continues to grow.