The Media Federation of Australia (MFA) is promoting its pioneering industry-wide purpose of We Are The Changers across large-format billboards, street furniture, cinema, transport and in-office advertising in Sydney, Melbourne, Brisbane, Perth, Canberra and Adelaide.
The campaign targeting media agency office locations is being run on $1.2 million of donated advertising space across multiple formats.
We Are The Changers was launched in early 2022, aiming to unite the industry while fostering pride, inspiration and motivation among media agency employees.
The two-month campaign was timed to coincide with the recent MFA EX and MFA Awards.
Out-of-home partners JCDecaux, QMS, oOh! Media, Val Morgan and Torch Media donated the advertising space, including large-format sites, bus and tram shelters, cinema advertising and posters in office buildings.
“For the past two and a half years, our industry’s purpose has been a powerful force, sparking inspiration and driving motivation for everyone working in media agencies," said EssenceMediacom Chief Strategy Officer Sophie Price, who led the strategic development of We Are The Changers.
"Our goal with this campaign is to maintain the momentum and awareness, especially as fresh talent joins our ranks.
"We want to remind every media agency employee that, day in and day out, they are agents of change, making a real impact for their clients, for broader society and the economy, for the agencies in which they work, and for their own careers.”
MFA CEO Sophie Madden said she was truly encouraged by the way the industry has embraced recognising and celebrating media agencies’ capacity to influence change.
"A major goal was to reduce employee churn, which had been at 17%," she said. "I’m proud to share that with the most recent figure at 13%, we’re already seeing the powerful impact of We Are The Changers.
"We’re thrilled to have the support of our good friends in out-of-home to help us continue to reinforce the Changer mindset as we all show up for work.”
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