Westjustice.
Civic Outdoor has donated large-format billboard space across its Western Suburbs network to support ‘#Raised by the West’, a community awareness campaign developed by Westjustice (WJ) and the Centre for Multicultural Youth (CMY) as part of their TARGET ZER0 initiative.
"Roadside billboards are one of the few media channels that genuinely belongs to the streetscape, and that comes with a responsibility to think about what's on it,” said Civic Outdoor’s Leah Whitford.
“After a really honest conversation with Anoushka last year, we knew we wanted Civic Outdoor's Western Suburbs network behind this.
“The young people growing up in Brimbank, Wyndham and Melton deserve to see themselves on those boards — and the wider community deserves a more honest story than the one they've been getting."
The campaign sets out to rebalance public conversation about young people in Melbourne’s West, while also offering young people who were raised in the West a more positive reflection of themselves and their community.
“Young people in Melbourne’s West are creative, ambitious, connected to family and community and full of potential,” said Westjustice CEO Melissa Hardham.
“By celebrating this, we can start focusing on what matters –working together to create the opportunities needed for our community and our young people to thrive.
“We are grateful for Civic Outdoors assistance in celebrating this fact. We are proud to work together with them to support our community and achieve TARGET ZER0.”
Inventory has been provided across Civic Outdoor’s static and digital roadside sites servicing the Brimbank, Wyndham and Melton local government areas.
“This campaign provides a public facing moment where local community perceptions of young people can shift to seeing their potential, strengths and the role they can play in making the western suburbs even greater,” said Centre for Multicultural Youth CEO Carmel Guerra.
"We are thankful for this opportunity and look forward to seeing its impact.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.