The Media Federation of Australia (MFA) is taking its industry-wide purpose, 'We Are The Changers', to the streets through an outdoor campaign. The initiative, which was launched in early 2022, is aimed at fostering pride, inspiration, and motivation among media agency employees.

The campaign will run across large-format billboards, street furniture, cinema, transport, and in-office advertising in Sydney, Melbourne, Brisbane, Perth, Canberra, and Adelaide, thanks to $1.2 million in ad space donated by out-of-home partners JCDecaux, QMS, oOh! Media, Val Morgan, and Torch Media.

The campaign specifically targets media agency office locations, with placements strategically located near and within these offices to engage agency employees during their commute and continue to drive awareness of 'We Are The Changers'.

Chief Executive Officer of the MFA, Sophie Madden, said: "I’m truly encouraged by the way our industry has embraced our purpose, proudly recognising and celebrating media agencies’ capacity to influence change. A major goal was to reduce employee churn, which had been at 17%. I’m proud to share that with the most recent figure at 13%, we’re already seeing the powerful impact of ‘We Are The Changers’. We’re thrilled to have the support of our good friends in out-of-home to help us continue to reinforce the Changer mindset as we all show up for work."

The campaign follows the recent MFA EX conference, a day of change-making inspiration, and the MFA Awards.

Chief Strategy Officer at EssenceMediacom, Sophie Price, said: "For the past two and a half years, our industry’s purpose has been a powerful force, sparking inspiration and driving motivation for everyone working in media agencies. Our goal with this campaign is to maintain the momentum and awareness, especially as fresh talent joins our ranks. We want to remind every media agency employee that, day in and day out, they are agents of change, making a real impact for their clients, for broader society and the economy, for the agencies in which they work, and for their own careers."

The MFA, which represents over 90% of all media billings placed by media agencies in Australia, launched 'We Are The Changers' as an initiative to unite the industry and reduce employee churn, which had been at 17%.