The finalists in the NGEN category of the MFA Awards have been announced.
The award recognises the talent of media agency executives with less than five years’ experience. The MFA Awards charity partner UnLtd nominated BackTrack as the 2019 charity.
Entrants were asked to respond to a brief calling for an communications plan to increase the total value of donations to BackTrack, in order to fund the expansion of the BackTrack model into new markets, including regional areas in Australia.
The young people BackTrack works with are mostly from rural areas and aged between 12 and 18, facing challenges in education, health, justice, housing and employment.
The 2019 NGEN Awards finalists:
- Bradley Easton and Joshua Hogg, Initiative Media – Ruff Pups
- Emily France and Kirsten Nicola, The Media Store – Welding Hearts
- Maddison Croker and Sarah Ford, News Corp Australia – BackTrack Response
- Nolan Yu and Max Learmont, OMD – Walk A Mile in Their Boots
- Sophie Liu, Spark Foundry – BackTrack Guides
MFA CEO Sophie Madden said: “The judges were blown away by the talent and insights displayed in the NGEN entries, all of which demonstrated actionable ideas and a solid understanding of the category and the target audience. Good luck to all the finalists!”
Finalist duo Nolan Yu and Max Learmont from OMD were the NGEN Award winners in 2017. Their entry resulted in the creation of world-first virtual mentoring world for deaf teenagers inside Minecraft, called League of Hearoes in response to a brief from Hear For You.
The 2019 MFA Awards will be held on 17 October at Carriageworks Sydney.
Other finalists were announced last month with PHD gaining the highest number at 10, OMD second with seven, followed by Mindshare with six.
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