Optus has launched a new long-term social responsibility initiative which rewards young Australians with rock concert tickets for engaging in community service.
The telco has signed a three year partnership agreement with international volunteering organisation, RockCorps, in an effort to encourage youth volunteering and promote positive change at a local level.
The concept is this: People volunteer four hours of their time to improving areas in their communities, in return for a ticket to an exclusive music event, featuring big international and Australian acts. The initiative aims to “take the obstacles out of volunteering by making it simple and fun”.
RockCorps has instigated partnerships like this around the globe but this marks the first initiative for the organisation in Australia.
The organisation is “issue agnostic”, so its causes will range from those relating to the environment to those relating to poverty and education.
Nathan Rosenberg, head of brand and services, Optus told B&T: “We believe this event will be transformational when it comes to social responsibility and social marketing, and we hope that in ten years we will have seen billions of hours of change.
“Making a difference in people’s lives is so core to the DNA of our brand. If you think about the history of where Optus started – a true challenger brand that stood up for Australian consumers and delivered real change, it’s something that’s always been there.
“We also have a groundswell of people at Optus who believe that we should contribute back to the world at large… Our customers and our senior management want us to be involved in things that contribute on a grander scale.”
Stephen Greene, RockCorps CEO said, “We believe in the power of youth to change the world, all they are lacking are the tools and opportunities to do so.
"Optus RockCorps provides those tools, rewarding youth with a money-can’t-buy concert ticket as well as a feeling of deep personal fulfilment that has led to 67% of participants volunteering all over again – for no reward at all.
"Since RockCorps’ first concert in New York in 2005, we have used music to inspire 145,000 people to volunteer over half a million hours, improving local communities in four continents."
More than 50 volunteering projects will be held across Sydney giving back 20,000 hours of volunteering in the lead up to the exclusive music concert.
To celebrate the Australian launch, renowned anti-graffiti artist, Judd Shoppee will spend four hours today creating a large mural inspired by the themes of volunteering and music that will reveal the music artists who will play at the concert.