We helped keep Australia’s most important home humming.

BACKGROUND

Musicians Making A Difference (MMAD) is a not-for-profit organisation that uses music and mentorship to help at-risk Australian kids overcome trauma, ranging from domestic violence to drug use to incarceration and abuse. Their headquarters in Australia’s Central Coast has been a home to tens of thousands of young Aussies in need for over twenty years. But running a place like that isn’t easy.

So, in 2024, we set out to help MMAD raise the funds they needed to keep their headquarters operational.

STRATEGY

Interviews with young MMAD participants revealed that they had not just found help with MMAD, but friendship, belonging, and a sense of family that many hadn’t experienced.
We needed to show apathetic Australians that, to many kids that fell between the cracks, MMAD wasn’t just a charity - it was a home.

IDEA

‘Home’ should be a word that makes us feel safe and secure. Unfortunately, for many young Australians facing domestic violence, incarceration, drug abuse, and homelessness, that word doesn’t bring any comfort to them. But MMAD does. Their programmes filled with music and positivity sound like home for those who need it most.

And so, to help MMAD raise money, we launched the Sounds Like Home campaign - a fundraiser designed to get people thinking about the music that makes them feel safe and loved, and to donate to an organisation that does the same for tens of thousands of at-risk kids each year.

Sounds Like Home rolled out across print, OOH, TV and social.

It was supported by local and international musicians, who shared what sounds like home to them.

Inspired by the campaign, Universal Music Group artist Kalani Artis, who had been a participant in the MMAD programme during his mental health struggle, wrote his next single "‘Sounds Like Home’ as a celebration of what MMAD meant to him.

Kalani and the MMAD team took the song and their message on the road, performing for companies and partners to generate corporate donations.