The Media Federation of Australia (MFA) has launched the 2019 NGEN Award, as part of the revamped MFA Awards, calling on the industry’s future leaders to develop a communications plan for youth charity BackTrack.
The NGEN Award is one of 17 entered categories at this year’s MFA Awards and is designed to develop the skills and recognise the talent of young media agency executives with less than five years’ experience. The MFA Awards charity partner UnLtd nominated BackTrack as the 2019 charity.
NGENers are invited to respond to a brief (available on the MFA website), calling for an FY20 communications plan to increase the total value of donations to BackTrack, in order to fund the expansion of the BackTrack model into new markets, including regional areas Australia-wide.
BackTrack is a not-for-profit organisation helping kids who are doing it tough to get back on track. The young people BackTrack works with are mostly from rural areas and aged between 12 and 18, facing challenges in education, health, justice, housing and employment.
They’re the five per cent of kids that society has given up on. BackTrack’s aim is to keep them alive, keep them out of jail, and help them chase their hopes and dreams.
The NGEN Award gives NGENers the opportunity to create positive impact by using their core skills: strategic thinking, creativity, storytelling and media execution expertise.
Previous winning entries have gone on to make significant impact for participating charity partners, such as John Dawson’s winning ‘Lace it up’ entry for Youth Off The Streets in 2014. Using distinctive blue laces to symbolise the reality of homeless youth sleeping with their shoes on, for fear they may be stolen, ‘Lace it up’ reached more than 1.4 million Australians through earned media. Best of all, the campaign resulted in a 112% increase in donations to Youth Off The Streets.
The 2017 winning entry from Nolan Yu and Max Learmont resulted in the creation of world-first virtual mentoring world for deaf teenagers inside Minecraft, called ‘League of Hearoes’, in response to a brief from Hear For You.
In the words of a previous NGEN Award winner, ex-MediaCom digital account senior executive William Berner: “The entire MFA NGEN journey, from entering to winning, was awesome. The opportunity to respond to the NGEN brief allows you to use your skills for something truly positive and good.
“In truth, responding to the brief is such a great way of developing your overall media knowledge, and allows you to explore your own creativity.”
MFA CEO Sophie Madden said: “Over the years, the NGEN Award has produced some wonderful work for deserving Australian charities as well as giving young media executives the opportunity to develop their existing skill sets and challenge themselves against their peers. I can’t wait to see what our industry’s best and brightest recommend for BackTrack. I’m sure it will be a tough competition as always.”
NGEN Award entrants must be a registered member of NGEN with less than five years’ experience, and currently working for a media communications agency or media industry supplier.
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]