yourtown is a national not-for-profit with more than 55 years’ experience tackling issues affecting the lives of young Australians.  Kids Helpline is part of the yourtown service offerings along with early intervention mental health programmes, job seeking services, work for the dole, yourtown social enterprises, and parentline support.  The yourtown Art Union fundraising calendar raises funds for its Kids Helpline brand.  KDPR has been working with yourtown for the past 14 years.  During this time, the organisation underwent a major rebrand moving away from its original brand, BoysTown to the more inclusive yourtown.


KDPR Solution

KDPR has been a trusted advisor of yourtown since the agency’s inception 14 years ago.  It has been involved in the strategic direction for the national charity as well as an integral part of the issues and crisis management response team.  KDPR has also assisted in the change management of the brand from BoysTown to yourtown and analyses yourtown’s research papers including the annual Insights report to garner national coverage of the issues of the day for Australia’s youth.  yourtown is a key service provider to Australia’s youth and its research is a barometer of the issues of the day affecting our young people.  KDPR has assisted in raising the national profile of the charity as a whole and the individual business arms within. 

The Results

  • The rebrand of the charity from BoysTown to yourtown received positive media coverage in a range of national outlets including A Current Affair, The Sunday Mail (Qld), The Sydney Sun Herald, the Sydney Sun Telegraph, The Age, Canberra Times, Brisbane Times, WA Today and the Sunshine Coast Daily
  • The audience reach for this coverage was in excess of eight million
  • KDPR’s analysis and media engagement surrounding the 2017 annual Insights research reached 4.4 million
  • Media coverage of Insights 2017 included the Huffington Post, ABC radio (nationally), the Canberra Times and the Sunshine Coast Daily
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