The Australian Children’s Music Foundation (ACMF) has announced a pro bono partnership with full-service media agency, This Is Flow. The partnership, facilitated by UnLtd, will kick off with the launch of the 2024 National Songwriting Competition.

The National Songwriting Competition, which has been running for over 22 years, is the largest of its kind in Australia. It aims to foster the musical talents of the nation's youth, encouraging self-expression and creativity. The competition provides a platform for young people to develop their musical abilities and gain confidence in their craft.

This Is Flow, a full-service media agency, offers media planning across all offline and online channels, as well as creative and content, data science, strategy and research. The agency's collaboration with ACMF marks a significant commitment to supporting initiatives that transform lives through music.

"We were thrilled that That Is Flow chose the Australian Children's Music Foundation (ACMF) as their charity partner. The media campaign they delivered to support the ACMF's National Songwriting Competition is extraordinary, and we are grateful for all their passion, determination and support. We cannot wait to see this campaign unfold and to work with the team into the future to support some of the most disadvantaged children through the power of music," said Frances Georgeson, General Manager of ACMF.

The 2024 edition of the National Songwriting Competition has attracted a range of sponsors, including oOh!media, Future Generation Australia, APRA AMCOS, Song Makers, the Australian Institute of Music, and AUSTRALIS Music Group. Media owners including oOh!, VMO, JCDecaux, Westfield, Bishopp, Torch Media, ARE Media, Mamamia, Quantcast, MiQ, ATN, ARN have provided pro bono media support.

"We are honoured to join forces with ACMF and support such a meaningful initiative. Music has the power to transform lives, and we are committed to making a positive impact through this collaboration," said Jimmy Hyett, Founder and CEO of This Is Flow.

ACMF was founded by Don Spencer OAM in 2002 to change young lives through music. The foundation runs long-term music programs within disadvantaged schools, youth justice centres, and hospitals. UnLtd, a social purpose organisation, connects the media, marketing and creative industry with charities working with at-risk children and young people.

"This Is Flow is the perfect partner for the ACMF. They are passionate, creative and forward thinking and we are very grateful for their significant efforts in launching this campaign," said Jade Harley, Director of Partnerships at UnLtd.