Youth Homelessness Matters Day

Stories worth fighting to tell

Generating national awareness, driving social change.

Young mothers and their babies are one of the fastest-growing groups facing homelessness in Australia. In 2026, Brisbane Youth Service (BYS) engaged Aruga to ensure this fact reached the people with the power to act on it and initiate meaningful change.

With just six days from brief to delivery, Aruga developed a campaign media kit, coordinated a media call at BYS’s Fortitude Valley headquarters and pitched CEO Pam Barker as a leading voice for action across radio, broadcast and digital channels.

The campaign generated 68 pieces of earned editorial coverage, with a total potential reach of nearly 3 million people in a single day.

Results

68

pieces of earned editorial coverage

2.9M

total potential audience reach

480K

potential audience reach through earned editorial coverage

2M

potential audience reach through earned social media coverage

$23K

in advertising value equivalency

100%

balanced sentiment

Deliverables

Copywriting

Crafted a media release, media call alert and an opinion editorial framing BYS’s Safe Young Mums and Bubs program as a compelling call to action for government investment.

Media Relations

Developed and executed a media relations strategy and coordinated editorial coverage across national, statewide and local publications.

Public Relations

Managed a media call at BYS’s Fortitude Valley headquarters and facilitated spokesperson interviews with CEO Pam Barker.

Winning tatics

Aruga anchored the campaign to Youth Homelessness Matters Day which gave media a timely reason to cover the story.

Aruga positioned CEO Pam Barker as the single consistent spokesperson across all outlets which ensured consistent and clear key message delivery.

Aruga framed the Safe Young Mums and Bubs program as evidence of what works, rather than only highlighting the scale of the problem, which resonated across both news and current affairs programs.