ACMF and Flow launch first national campaign, open 2025 songwriting competition

The Australian Children’s Music Foundation (ACMF) has launched its first-ever national brand campaign in partnership with independent media agency This Is Flow and social impact group UnLtd, with the goal of expanding access to music education for disadvantaged youth and inspiring the next generation of songwriters.

The campaign, which runs from May to September, supports ACMF’s flagship National Songwriting Competition, now in its 22nd year, and promotes the organisation’s work providing free, long-term music programs in schools, juvenile justice centres and hospitals across Australia.

“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,” Catherine Rushton, chief strategy officer at This Is Flow, said.

Backed by major media partners including Mamamia, Val Morgan, JCDecaux, News Corp, ARE Media, oOh!, Seven, Nine and Ten, the campaign spans TV, digital, cinema, out-of-home, print and radio. It is aimed at both student participants and the adults who support them, including teachers and parents, to drive entries and build support through donations.

Since partnering with ACMF last year, Flow has delivered over $2.5 million in media value and provided hands-on support through volunteering and advocacy.

“Too often we underestimate the power of giving,” Frances Georgeson, ACMF general manager, said. “The support and passion the entire team at This Is Flow has shown since our partnership began are both humbling and heartening.”

Jade Harley, director of Impact at UnLtd, added: “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.”