Sydney-based creative agency BlueMelon has entered a pro bono partnership with Missing Perspectives, an Australian media start-up amplifying the voices of young female reporters and content creators, as part of its inaugural Melons For Good program.
Melons for Good launched in May 2023, with the agency inviting not-for-profits and purpose-driven social enterprises to apply for the chance to receive $30,000 worth of creative services that would help amplify an organisation’s brand story and cause.
More than 50 applications were received, 166% above the intended response rate, and due to overwhelming demand, applications closed six weeks ahead of schedule.
Selected from businesses spanning health, environment, technology and social services sectors, Missing Perspectives, led by Founder, Phoebe Saintilan-Stocks and Editor-in-Chief, Hannah Diviney, was selected for its significant work in filling the gap in young female storytelling around the world.
The platform has now reached 1.5M+ people across 120 countries, works with partners such as MECCA and has developed a SaaS product that will connect young female reporters with leading national and international newsrooms.
Jacs Wallace, BlueMelon director, said Melons for Good was created because the agency cares deeply about doing good in the world.
"We are totally enamoured by Missing Perspectives and the team behind it, and believe the work they are doing to platform female storytellers from around the world is extremely powerful," said Wallace.
"Out of the hundreds of applicants that applied to work with us in our pro-bono support offer, I think we ended up being the lucky ones to have the opportunity to work with Phoebe and Hannah from Missing Perspectives."
Alongside a complete brand refresh, one of the key design projects was to refresh the brand’s identity. Most significant is the logo, which now inverts and removes elements of the letter ‘i’ to indicate the individuals not currently being represented in the media, punctuated with an exclamation point to raise alarm at the impact of missing these perspectives.
Saintilan-Stocks, founder of Missing Perspectives, said the start-up is honoured to have been selected to work with BlueMelon - particularly at a critical time for the business.
"As we scale globally as a media company, it’s imperative that people recognise the significance of what we represent and the impact we make towards gender equality and representation," she said.
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