The Monkeys has spearheaded a rebrand of not-for-profit organisation Media Assisting Youth (MAYDAY), which has changed its identity to Un Ltd.
Earlier in the year, the charity generated a five-year plan in partnership with creative agency The Monkeys and design agency Maud, with the aim of creating an organisation that would address the issue of youth disadvantage.
The Monkeys creative partner Micah Walker said: “We created an identity that embodies the organisation's mission. In separating the Un from the Ltd the gap itself is representative of the task in front of the industry – it can only become unlimited once the gap is closed. So the mission, and fulfilling it, is a critical part of the design and identity itself.”
Un Ltd director Mark Britt said: “As the representative body of an industry with over 4,000 companies and 200,000 individuals our challenge under Un Ltd is to engage and empower every company and individual to join the movement and share their skills and resources with those who work directly with disadvantaged young people.”
The rebranded company's vision is built around four propositions: continuing the existing media fundraising, broadening that fundraising base, creating a mentor system, and looking to unexplored ideas that Un Ltd is yet to harness from the industry.
The body has encouraged applications from new and existing beneficiaries.
Un Ltd has 52 companies supporting its range of programs.
Un Ltd is the official charity partner of the industry's inaugural fitness event, the AdNews Challenge.
Members of the MAYDAY board include prominent industry figures such as Ten's Barry O'Brien, Mediabrands' Henry Tajer, Mi9's Mark Britt, Southern Cross Austereo's Adam Furness, Hourigan International's Anthony Hourigan and Monique D'Arcy Irvine and media consultant Kerry McCabe.
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