Universal Music Australia is backing a nationwide campaign launched today with youth empowerment charity Musicians Making a Difference, aiming to show support for struggling young people.
Universal Music Australia is backing a nationwide campaign launched today with youth empowerment charity Musicians Making a Difference, aiming to show support for struggling young people.
Universal Music Australia (UMA) worked with Sydney charity Musicians Making a Difference (MMAD) to set up the #MMAD4U campaign that encourages people to post an image of themselves alongside the hashtag to let those who might be be feeling down know that they are 'mad for them'. A song and merchandise round out the awareness raising push.
MMAD works with 17,000 youths annually and offers a creative safe-haven where they are empowered to use their own unique talents to make a difference in their lives and within the wider community. It is financially supported by the media sector's philanthropic foundation, UnLtd – a recipient of proceeds from the recent AdNews Challenge.
UnLtd’s Steve Taitoko encouraged the entire media, marketing and advertising industries to get behind the campaign.
“We are an industry known for our creativity, so get creative and get behind #MMAD4U by posting an image showing the #MMAD4U campaign tag and encourage your followers and influencers to do the same so we can show the world how much our industry cares and has achieved,” said Taitoko.
Its launch comes after UMA partnered with MMAD over a seven month period, bringing in 10 of its 'MMAD Rising Stars' who have turned their lives around through the charity's music and mentoring program.
With the help of EMI artists, TUKA and KLP the MMAD kids wrote the song, 'MMAD4U', with the intention of inspiring youths to never give up hope.
They worked on all aspects of the campaign with UMA, creating the logo, writing the track and coming up with the accompanying merchandise items, the proceeds of which will all go to charity.
The #MMAD4U campaign launches today with the support of the music industry, media and artists including 5 Seconds of Summer, Tuka, Troye Sivan, Birds of Tokyo, KLP, Justice Crew, the Potbelleez, and Prinnie Stevens.
Ten Eyewitness presenter Sandra Sully was among the first to show her support for the initiative.
