Stepping up to the AdNews Challenge means supporting a unique foundation that channels the energy, creativity and giving spirit of the media, marketing and advertising industries towards the alleviation of serious issues that affect disadvantaged young people.
The AdNews Challenge donates the funds raised to UnLtd, a not-for-profit foundation representing the media, marketing and advertising industry. UnLtd then works with the most creative and innovative organisations that engage with at risk young people to make sure your money has the biggest impact it can.
That's important because the scale of the problem is huge. According to UnLtd, there are more than 680,000 young Australians who, through no fault of their own, lack support and hope.
UnLtd partners with organisations such as KidsXpressLife, Musicians Making A Difference, Big Brothers Big Sisters, Desert Pea Media and more to tackle problems such as bullying, depression, suicide and more.
One example of how those partners do this is this video made by Desert Pea Media, an UnLtd charity partner which uses hip hop and documentary projects to allow at-risk young people to explore cultural and social issues. Through the creation of videos such as these, UnLtd is supporting the development of a unique approach to legal education for young people in remote indigenous communities.
A group of teenagers, from the top end to the desert, wrote and performed the song “Know your rights”, which has an important message about respect, and promoting healthy interactions between youth and the law.
UnLtd’s new CEO Steve Taitoko said this campaign demonstrating the foundation’s creative approach to undoing youth disadvantage.
“This is a great example of where the money our industry is raising is going. This video is one in a series of powerful campaigns that encourage change through collaboration in remote communities.
“With the AdNews Challenge just around the corner, this is a timely reminder of how vital it is that people get involved and take part in the fundraising challenge,” said Steve.
Desert Pea Media founder, Toby Finlayson, explained that music and video is a really effective way to get through to the youth in these communities.
“We work with young people and communities in remote and isolated areas to create change through collaborative storytelling,” said Finlayson.
“In Australia too many Indigenous Australians continue to suffer huge disadvantages, both culturally and socially. Indigenous young people are significantly more likely to end up in juvenile detention than non-indigenous youth. This is a serious community concern for young people in the central desert and across Australia.
“We’re addressing this issue to ensure better dissemination of information about the whitefella legal system and the promotion of respect for the rights of young people and healthy interactions with the law,” he added.
The BushMob Crew, who feature in the video, are from communities from the top end to the Desert. The video was produced in association with the Central Australian Aboriginal Legal Aide Service.
If you'd like to get involved in a fun event that raises money to change lives, register now for the AdNews Challenge. Taking place on November 15 at Clifton Gardens Reserve, Mosman, contestants will swim, kayak and paddle board in sparkling Chowder Bay and run through unspoilt bush on the edge of Sydney Harbour. With only 10 days to go the fundraising challenge is officially on!
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