Youth Homelessness Matters Day


Yfoundations NSW, the peak body for youth homelessness in NSW, wanted to bring awareness to the critical issue of youth homelessness. Its annual Youth Homelessness Matters Day draws attention to the issue and to raise the profile of Yfoundations, to build influence and authority.


Providing media relations for this event in 2018 and 2019, Pure Public Relations needed to overcome considerable challenges in order to achieve media coverage, and this is something that we specialise in. These included budget constraints, minimal access to case-studies due to the sensitive nature and stigma attached to homelessness, misconceptions of the issue of youth homelessness, and the lack of awareness of Yfoundations, while competing with other state and national bodies that media are more familiar with.

But these challenges simply worked to make us operate smarter and more strategically to achieve impressive coverage in premium media outlets.

We are proud to have been trusted so implicitly with access to the available case studies and the organisation’s partners. But mostly we are thrilled to have brought much-needed attention to such an important campaign for the too-often-forgotten young people of NSW.

CEO of Yfoundations, Zoe Robinson, with Hon Tanya Plibersek MP, Federal Member for Sydney at Youth Homelessness Matters Day 2018
CEO of Yfoundations, Zoe Robinson, with Hon Tanya Plibersek MP, Federal Member for Sydney

The PR Approach

  • Campaign strategy
  • Media outreach
  • Copywriting all media materials including backgrounder/boilerplate, bios and media releases
  • Campaign content creation – imagery and videography and soundbites.

One of the biggest obstacles for NFPs in engaging with PR is the costs, and the perception. It is not always regarded as the best use of funds, yet we are required to create an impact and have a public presence. Pure Public Relations cared and understood the issue – which was hugely important. They invested in our vision and mission, and listened to our restraints and worked within those. 

Phoebe and Sian are excellent humans firstly, and professionals who can deliver on what they say. They worked tirelessly for us – and were committed to the work. I would say that dealing with Phoebe and Sian are the best benefit, but the fact that they take time, they invest in the organisation and can deliver on what they say they will. They do not over promise and they are obviously well connected and networked but they remain transparent and honest when it comes to delivery.

I could not recommend them more highly for both NFP and other organisations. I look forward to continuing to work with them.

Zoe Robinson, CEO of Yfoundations


The awareness campaign achieved strong media attention with coverage across premium news outlets including:

  • Sydney Morning Herald
  • The Age
  • Canberra Times
  • WA Today
  • Brisbane Times
  • The Australian
  • The Daily Telegraph
  • ABC News Breakfast
  • 9Honey
  • Yahoo7
  • Crikey
  • The Daily Mail
  • 2GB
  • ABC radio
  • WSFM
  • Lifehacker
  • Women’s Agenda
  • The Wire
  • Dynamic Business
  • Pro-Bono Australia
  • Fundraising & Philanthropy

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