Australian Children’s Music Foundation launches first-ever national brand campaign

The Australian Children’s Music Foundation (ACMF) has launched its inaugural national brand campaign designed to broaden the reach of its programs, via This Is Flow and Unltd.

The campaign spotlights the ACMF’s mission to provide free, long-term music education to children in disadvantaged communities across Australia, including schools, juvenile justice centres, and hospitals.

It reminds Aussies that two out of three kids in this country don’t have access to music lessons, and the ACMF is trying to change that by donating instruments and delivering music education to these communities.

This Is Flow has been working on the brand campaign with the ACMF since November 2024.

Sophie Stone, strategy director at the agency, told Mumbrella music is a core part of This Is Flow’s identity.

“Many of our team members have experienced first-hand how music can impact mental health and well-being,” she said.

The agency’s culture “thrives” on shared music experiences.

“Our commitment to ‘media for good’ means leveraging our skills and connections not just for commercial outcomes but to genuinely make a difference.”

This Is Flow doesn’t just help it run ads, it volunteers, fundraises, and uses its network to amplify the mission.

“Our team’s passion for music made this a cause that genuinely resonated with everyone, creating authentic advocacy rather than just another campaign,” Stone told Mumbrella.

The campaign was made possible through donated media from Mamamia, Val Morgan, JC Decaux, News Corp, QMS, Are Media, Ooh Media, Torch, Alliance, Bishopp, ATN, Nova, Cartology, Seven, Ten, and Nine.

The campaign also marks the opening of entries for its flagship National Songwriting Competition, now in its 22nd year. Now in its second year, the partnership with This Is Flow has already delivered more than $2.5 million in media value.

“We’re exceptionally lucky to have such great relationships with our media reps across the different teams in the agency, and our PIC works across a diverse patch of clients in their day-to-day, meaning we have a wide array of partners we can call on for support,” Stone said. “Because of this, the response to brief for ACMF was overwhelmingly supportive, with partners digging deep to provide exceptional media value and overage over our two campaigns.”

General manager at the ACMF, Frances Georgeson, said in a media release on Monday: “The support and passion the entire team at This Is Flow has shown since our partnership began are both humbling and heartening.

“We are incredibly excited to launch the next phase of this partnership and are grateful for their belief in our mission to support children through the power of music.”

The campaign is live across TV, print, digital, social media, OOH, radio, cinema, and mobile channels.

Credits:

Frances Georgeson: General Manager, ACMF

Jade Harley: Director of Impact, UnLtd

Campaign team across strategy, planning, media buying at This Is Flow: Catherine Rushton, Sophie Stone, Justine Nikitopoulos, Sue Cant, Breagha Everett, Katie Jackson

Team at Beyond Productions: Mikael Borglund, Sonya Wilkes, Kym Willan, Elizabeth Daley, Gemma Laffan

Juan Celeste: BitFoundry, Creative

Media Partners: Mamamia, Val Morgan, JCDecaux, News Corp, QMS, ARE Media, oOh!, Torch, Alliance Outdoor, Bishopp, ATN, NOVA, Cartology, Seven, Ten, Nine

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Lauren McNamara

Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.

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topics ACMF Australian Children's Music Foundation Frances Georgeson pro bono Sophie Stone This is Flow

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