MAYDAY rebrands to UN LTD, launches new vision

Media Assisting Youth (MAYDAY), Australia’s not-for-profit representative body for the media, marketing and advertising industry, has rebranded to UN LTD and unveiled a new vision.

The organisation, which works with disadvantage young people, announced its new identity at a lunch in Sydney yesterday, sharing plans to broaden its existing annual  fundraiser and launch a mentoring scheme.

UN LTD director, Mark Britt says, “As the representative body of an industry with over 4000 companies and 200,000 individuals, our challenge under UN LTD is to engage and empower every company and individual to join the movement and share their skills and resources with those who work directly with disadvantaged young people.”

The rebrand was executed by creative agency The Monkeys and design agency Maud to be consistent with the vision of creating a collective industry movement to address the issue of youth disadvantage in Australia.

Creative director and partner at The Monkeys, Micah Walker says, “In separating the UN from the LTD the gap itself is representative of the task in front of the industry – it can only become unlimited once that gap is closed. So the mission, and fulfilling it, is a critical part of the design and identity itself.”

UN LTD’s future vision is built on four pillars:

  1. The existing annual media fundraising campaign,
  2. extensive broadening of the industry fundraising base – through the addition of UN LTD consideration across all commercial aspects of the industry,
  3. UN LTD MENTOR – matching the skills and talents within the industry with relevant UN LTD beneficiaries to drive growth, impact and sustainability, and
  4. the unlimited and unexplored ideas and inspiration that UN LTD is yet to harness from the industry.

Currently, UN LTD is reviewing applications from both existing and new beneficiaries and encourages applications via its new website

Starting with 14 sponsors in 2007, UN LTD now has 52 industry companies supporting its various programs. Media commitments for the annual media fundraising program reached $1.5m last week.