Indigenous NGO appoints Hopeful Monsters for social and digital
Aboriginal-led nongovernment organisation (NGO), ID. Know Yourself (IDKY), has appointed indie creative agency Hopeful Monsters to lead its social and digital strategy, following a competitive pitch.
IDKY advocates for social change to create better outcomes for Indigenous peoples, and supports Aboriginal children living in out-of-home care and within the child protection system.
Founded five years ago by Isaiah Dawe, a Butchulla and Garawa man, their mission is to support every Indigenous child to feel empowered, have safe and stable housing, be culturally strong, independent and have a clear path to education and employment.
Hopeful Monsters will lead IDKY’s digital and social strategy, helping to raise awareness of its mentoring program and grow the NGO’s brand in market.
“IDKY strives to empower Aboriginal young people to have a greater sense of belonging, plan for a brighter future and to break the cycle of intergenerational trauma and disadvantage,” Danielle Parkinson, general manager at IDKY, explained.
“By partnering with Hopeful Monsters we are excited to drive greater awareness of our trauma-informed and culturally sensitive mentoring program.”
Katie Barclay, founder and CEO of the agency, said: “With more than 22,000 Aboriginal and Torres Strait Islander children currently in out-of-home care, there is a critical need for Aboriginal-led support programs focused on culture.
“The work Isaiah and the team at IDKY is doing is incredible, providing much needed mentoring, all the while connecting children back to their roots. Our goal is to help drive awareness of their work so more Aboriginal young people around the country can grow through their support.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Danielle Parkinson
Hopeful Monsters
ID. Know Yourself
IDKY
Katie Barclay
NGO
nongovernment organisation
pitch
pitch win
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