TARGET ZER0 launches billboard campaign in Melbourne’s West
CMY in partnership with Westjustice has launched a community awareness campaign as part of TARGET ZER0.
The #RaisedByTheWest: ‘Our youth. Our community. Our potential’ campaign aims to rebalance public conversation about young people in Melbourne’s West with messages of pride, connection and shared community responsibility. The campaign offers young people who live in the West a more positive reflection of themselves and their community.
On behalf of TARGET ZER0 we would like to thank and acknowledge Civic Outdoor who has donated static and digital roadside billboards across Brimbank, Wyndham and Melton, and Ortolan who have provided pro bono creative direction for this campaign.
Each week billboards will be loaded with images of young people in everyday community settings – at the basketball court, at school, around the dinner table. A complementary social series spotlights young people from the West answering the question, ‘What does it mean for you, your friends and family to thrive in life?’
The billboard pilot and social series extends TARGET ZER0’s work into the public conversation, recognising that change requires the wider community to see young people differently.
For those of you in Melbourne’s West, you can help by sharing a different story about young people and what keeps communities safe. If you see a photo of a TARGET ZER0 billboard in your local area, we encourage you to take a photo (where safe to do so) and share it with CMY and Westjustice on social media to further spread the message. You can also help to promote the campaign more broadly by sharing #RaisedByTheWest posts from CMY and Westjustice across your social media channels.
This campaign is all about connection, care and shared responsibility. Because when we back young people to thrive, our whole community is stronger.