Leading OOH companies donate over $1m ad space to MFA for new campaign
Some of Australia’s leading out-of-home companies have donated $1.2 million in advertising space across the country to the Media Federation of Australia (MFA), to promote its industry-wide purpose of ‘We Are The Changers’.
Targeting media agency office locations in Sydney, Melbourne, Brisbane, Canberra, Adelaide, and Perth, various billboards, street furniture, cinema, transport, and in-office advertising spaces have been transformed to showcase the campaign.
JCDecaux, QMS, oOh!media, Val Morgan, and TorchMedia have shown support by donating the ad space to help the MFA engage agency employees during their commutes, and to continue driving awareness of ‘We Are The Changers’.
The initiative, which originally launched in 2022, focuses on the industry’s ability to influence change for clients, the economy, and for society at large. It hopes to unite the industry while fostering pride, inspiration and motivation among media agencies.
“I’m truly encouraged by the way our industry has embraced our purpose, proudly recognising and celebrating media agencies’ capacity to influence change,” said MFA’s chief executive, Sophie Madden.
“A major goal was to reduce employee churn, which had been at 17%. 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.”
The strategic development of ‘We Are The Changers’ was led by EssenceMediacom and chief strategist Sophie Price, who said: “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. 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,” she added.
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Lauren McNamara is the associate editor 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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topics
EssenceMediacom
Media Federation Australia
MFA
oOh
out of home
Sophie Madden
Sophie Price
We Are The Changers
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