ACMF, This is Flow and UnLtd launch first-ever national brand campaign and open entries for national songwriting competition

The Australian Children’s Music Foundation (ACMF), in collaboration with independent media agency This Is Flow and social impact organisation UnLtd, has launched its inaugural national brand campaign – a powerful initiative designed to broaden the reach of its life-changing music programs and inspire a new generation of young songwriters.

Going live this May through to September, the campaign shines a spotlight on ACMF’s vital mission to provide free, long-term music education to children in disadvantaged communities across Australia.  This includes schools, juvenile justice centres, and hospitals.  It also marks the official opening of entries for ACMF’s flagship National Songwriting Competition, now in its 22nd year, encouraging creative expression through original songwriting among students from Kindergarten to Year 12.

“This campaign is all about amplifying awareness and action – enabling more young people to experience the transformative power of music while securing the future of ACMF’s life-changing programs,” says Catherine Rushton, Chief Strategy Officer at This Is Flow.

This milestone campaign spans TV, print, digital, social media, out-of-home, radio, cinema, mobile, and was made possible through the generosity of leading media partners including Mamamia, Val Morgan, JCDecaux, News, QMS, ARE Media, oOh!, Torch, Alliance, Bishopp, ATN, NOVA, Cartology, Seven, Ten and Nine.

The initiative targets both student participants and the key adults who support them- parents and teachers – to drive competition engagement while also boosting broader awareness and donations.

Now in its second year, the partnership between ACMF and Flow has already delivered more than $2.5 million in media value.  Beyond media strategy, planning and buying, Flow has also provided support to the ACMF through staff volunteering, fundraising initiatives, and advocacy.

“Too often we underestimate the power of giving,” said Frances Georgeson, General Manager at ACMF. “The support and passion the entire team at This Is Flow has shown since our partnership began are both humbling and heartening. We are incredibly excited to launch the next phase of this partnership and are grateful for their belief in our mission to support children through the power of music.”

Jade Harley, Director of Impact at UnLtd also praised the initiative: “The time and care the team at Flow has poured into this partnership is phenomenal. Their creative thinking, strategic excellence, and trusted relationships have ensured ACMF’s first-ever national awareness campaign will launch with impact. We could not be more grateful to the Flow team – and to the many media owners who have jumped on board to support this important cause.”

The ACMF is calling on schools, students, individuals and families across Australia to get involved either by entering the 2025 National Songwriting Competition or donating to help more children discover the joy of music.

To enter or donate visit: www.acmf.com.au

Team
Frances Georgeson – General Manager, ACMF
Jade Harley – Director of Impact, UnLtd

Campaign team across strategy, planning, media buying at This Is Flow; Catherine Rushton, Sophie Stone, Justine Nikitopoulos, Sue Cant, Breagha Everett, Katie Jackson

Team at Beyond Productions – Mikael Borglund, Sonya Wilkes, Kym Willan, Elizabeth Daley, Gemma Laffan

Juan Celeste – BitFoundry, Creative

Media Partners:
Mamamia, Val Morgan, JCDecaux, News Corp, QMS, ARE Media, oOh!, Torch, Alliance Outdoor, Bishopp, ATN, NOVA, Cartology, Seven, Ten, Nine

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