UnLtd’s foundation charity partner, Musicians Making a Difference (MMAD), and Universal Music Australia (UMA) have launched a nationwide campaign designed to inspire young people to never give up hope.
#MMAD4U asks people to use the hasthag and post an image of themselves via social media, to anyone they know who is feeling down or lost, and needs to know that someone is out there that is ‘mad for them’.
Over the past seven months the #MMAD4U campaign was co-created by UMA executives and 10 MMAD Rising Stars whose lives have been turned around by a unique music and mentoring program.
The campaign also sees the release of an accompanying song titled ‘MMAD4U’. The track was written by the kids from MMAD with the help of EMI artists, TUKA and KLP to inspire other young people to never give up hope. All proceeds from the song and associated merchandise will support MMAD’s national programs.
These same 10 Rising Star kids worked on all aspects of the campaign with UMA – they created the logo, wrote the track and came up with the accompanying merchandise items.
One of the MMAD Rising Stars explains the inspiration behind the campaign, “We wanted to try and reach out to kids that don’t have support or belief in themselves and let them know that opportunities do exist! You just have to believe in yourself and have the strength to make the right choices. The MMAD crew helped us through dark times to change our future. Support and respect from others can change everything inside you and around you,” they said.
MMAD was the first charity to be supported by UnLtd when the foundation was first formed in 2006. Since then, UnLtd has harnessed the media, marketing and advertising industry’s collective generosity to channel almost $1 million in funds into growing and expanding their music and mentoring programs.
UnLtd CEO Steve Taitoko said the campaign launch was an incredible example of what’s possible when our industry gets behind a cause and believes in the infinite potential to change young lives.
“As an industry we can all celebrate this campaign launch. To see what was a relatively little-known charity when we first partnered with MMAD to now being propelled onto a national stage is exactly what UnLtd exists to do,” said Taitoko
“Through positivity and support, ‘#MMAD4U’ encourages young people to break negative cycles, feel a sense of self-worth and make positive choices so they can find their place in the world. The skills and resources that exist in our industry are creating belief for those who need it most. This is truly powerful stuff.”
‘#MMAD4U’ launches today with the support of the music industry, media and artists including 5 Seconds of Summer, Tuka (Thundamentals), Troye Sivan, Birds of Tokyo, KLP, Justice Crew, the Potbelleez, Prinnie Stevens to name a few.
UnLtd’s Steve Taitoko encouraged the entire media, marketing and advertising industries to get behind the campaign.
“We are an industry known for our creativity, so get creative and get behind #MMAD4U by posting an image showing the #mmad4u campaign tag and encourage your followers and influencers to do the same so we can show the world how much our industry cares and has achieved,” said Taitoko.