PCYC NSW has launched a new brand campaign via Motio to raise awareness about the youth charity’s varied range of services, from sports and recreation to driver education, out-of-school hours (OOSH) care, and vacation programs.
Launching across oOh!media’s billboard, street furniture, retail and office network, an in-house public relations and social media campaign activation, and placements on Motio advertising screens, the campaign officially kicks off in October.
PCYC NSW is an 88-year-old youth charity working in communities across NSW. First established as a boys’ recreation club, PCYC NSW has evolved over the decades to offer a diverse range of services for everyone.
The campaign’s brief regarded the varied public perception of PCYC. The new campaign aims to reinstate the organisation’s core principle: committed to empowering young people and building safer and more connected communities.
The campaign will centre on real testimonies and real people.
“Our youth programs provide safe spaces where young people can get active, build capability, and connect with community. But there’s still a gap in public awareness around why we exist, and in a flooded charity market, we need people to know we are directly helping the young people in our own backyard – this campaign will share with the people of New South Wales what we do, why we do it and how they can help make a difference too,” Bree Godden, general manager of fundraising and marketing said.
“It’s also the perfect time to launch this campaign, following the introduction of our new organisational purpose: to overcome the social challenges our communities face. From loneliness, to ease of access to social media challenges and everything in between – this purpose is what drives everything we do and now we want to make sure the wider community knows this too,” Godden added.
“This campaign is about showing the real faces and stories behind PCYC — from a young person looking for guidance and support, to gaining qualifications and stepping into employment. It’s about repositioning PCYC in the hearts and minds of the public as more than a club — as a life-changing youth charity,” Ben Hobby, CEO said.
“The PCYC brand has always meant something special in local communities but it’s time to ensure that our brand reflects the full impact of who we are today – the evolution we have undertaken,” Maria Benton, head of brand and marketing added.
“Now, more than ever, it is vital that our community understands the important role PCYC plays in supporting young people as they navigate increasingly complex social challenges. In a world that is rapidly changing, we all share a responsibility to ensure every young person feels seen, heard, and supported. PCYC is more than Club — it is a safe space where young people belong,” Benton added.
The campaign will launch in early October.
Credits:
PCYC NSW:
General Manager of Fundraising and Marketing, Bree Godden
Head of Brand and Marketing, Maria Benton
PR & Communications Specialist, Amber Griffin
Marketing Specialist, Laura Stevens
Social Media Coordinator, Gemma Steen
Brand Agency: Houston Group
Graphic Design: WorldWide Parramatta
Media Agency: oOh!media and Motio
