For this year’s “Hoodies for Homelessness” campaign, Melbourne-based streetwear brand and social enterprise HoMie highlights, once again, how stylish (and fulfilling) it is to do good. Drawing inspiration from nostalgic childhood rhymes and street style visuals, HoMie’s new initiative delivers a message so catchy that it simply sticks to one’s head. Developed in partnership with Town Square agency, the campaign poses a playful tongue-twister question, specially designed to spark conversation and invite people to participate in the streetwear label’s mission of supporting young people affected by homelessness or hardship.
So, “How much good could a good hood do if a good hood could do good?”. According to the brand, plenty: HoMie developed an eye-catching hoodie collection, with all proceeds funding programs and events that align with its mission. Additionally, by teaming up with the Champion brand, HoMie doubles the good: For every hoodie one buys, an additional hoodie will be donated to a young person in need.
Town Square Executive Creative Director, Brendan Day, said: “We know people are overwhelmed by causes, so instead of trying to guilt anyone into action, we wanted to do the opposite. The Hood that Does Good campaign is bright, cheeky and uplifting, because putting a smile on someone’s face makes it easier to start a conversation about doing good. Plus, once you’ve heard the rhyme, good luck getting it out of your head.”
“We’re proud to launch another creative campaign with Town Square that not only raises vital funds for our work, but makes people feel good while doing good. This year’s approach feels really fresh, it’s playful and totally shareable. And the more people share it, the more lives we can help change,” added Steph Say, CEO at HoMie.
The campaign is launched to coincide with the start of the colder season and runs across TV, radio, OOH, digital, social, print, PR, and in-store activations. The campaign kicked off in a local store, where Melburnians were invited to recite the rhyme, grab their hoodie, and actively involve in the brand’s initiative. Anyone can have their own hoodie, as HoMie sells The Good Hood online until 14 June 2025. The goal is to sell more than 3000 hoodies, boosting both funds and visibility for youths experiencing homelessness or hardship.
CREDITS
Brand: HoMie
Agency: Town Square
