The Media Federation of Australia's (MFA) industry purpose of ‘We Are The Changers’ is now recognised by over 41% of the industry.
The MFA are aiming to increase that awareness to 60% by the end of 2023.
A major driver of its success is the ‘We Are The Changers’ out-of-home campaign launched last year, where large and small out-of-home (OOH) sites across Australia carry the media industry purpose targeting media agency office locations.
OOH companies JCDecaux, oOh! Media, QMS and Val Morgan have provided pro bono multiple formats for the campaign, including large-format sites, bus and tram shelters, and screens in office buildings, to the total value of over $1 million.
All sites are located near and within media agency offices to reach agency employees on their way to and from work.
The goal of the broad-reaching out-of-home campaign is to continue to drive awareness of ‘We Are The Changers’ with the ultimate aim of eliciting pride among the nearly 5,000 media agency employees in Australia, and helping them feel inspired and motivated about the work they do.
The OOH campaign has been scheduled to coincide with the upcoming MFA EX events in Melbourne on September 5 and in Sydney on September 21, where We Are The Changers will be brought to life on stage for the over 2,500 media agency professionals set to attend one of these events.
Content will include stories from Industry Changers including Anathea Ruys, CEO of UM, and Rose Herceg, president of WPP ANZ on the Unstereotype Alliance; Gemma Hunter, GM of marketing, for Myer on being 'Customer Obsessed or People Focused?'; and Tim Hodgson, founder, ofMyNetZero and Scott Laird, CPO of GroupM on 'No Greenwashing, No Excuses'.
OMD will also lead a great industry debate on AI vs EQ; a variety of other topics including 'Weird Partnerships' and 'Lessons in Improv. from Inspiration X speakers' – colleagues with less than 15 years’ experience - will be presented.
Sophie Madden, MFA CEO, said 'We Are The Changers’ articulates all the great things the industry does in a way that elicits pride, is inspirational and motivating, particularly to media agency newcomers.
"It reminds agency employees that every single one of them, every day, is influencing change for their clients, for society, for the economy, for the agencies in which they work, and for their own careers," Madden said.
"We are delighted to again have the support of JCDecaux, oOh! Media, QMS and Val Morgan to make sure that our Industry Purpose is shared with our Changers loud and proud!”
The OOH campaign is running until the end of September.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.