Creative agency BlueMelon has unveiled a pro bono initiative, offering not-for-profits creative services worth $30,000.

The first beneficiary of this scheme is Missing Perspectives, a media start-up that champions the voices of young female reporters and content creators.

Launched in May 2023, the 'Melons for Good' program received over 50 applications, closing six weeks ahead of schedule due to high demand. Missing Perspectives was chosen from a pool of applicants spanning health, environment, technology, and social services sectors.

Missing Perspectives has a significant reach, impacting over 1.5 million people across 120 countries. The start-up has also developed a Software as a Service (SaaS) product that connects young female reporters with leading newsrooms.

BlueMelon Director, Jacs Wallace, expressed the agency's enthusiasm for the partnership.

"Melons for Good was created because we care 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.

The rebranding process included a complete brand refresh and a new logo for Missing Perspectives. Phoebe Saintilan-Stocks, Founder of Missing Perspectives, expressed her gratitude for the partnership.

"We are honoured to have been selected to work with BlueMelon - particularly at a critical time for our 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.