Monday, 29 May 2017

Impact Areas



This winter we are launching our new community education campaign, Changing Melbourne for Good, which encourages more people to be involved in community philanthropy.

Private philanthropy is often profiled in the media but community philanthropy remains the unsung powerhouse of community building across Australia.

Publicis Mojo gave us pro bono support to develop the creative brief and managing the entire project. We appreciate the amazing work of the Publicis team led by Andrew Baxter (our Chair), Georgie Pownall and Mat Crompton. We were so honoured to have Tristan Houghton as director and Sigrid Thornton provided the voiceover.

Today we are also launching our new responsive website, which enables our grant partners and supporters to read our news via tablet or mobile as well as on a computer in a contemporary format. Interesting did a great job with our in house team on this project.

These initiatives are all part of the Foundation’s commitment to  evolving in fast changing times to serve our mission of inspiring philanthropy and investing in sustained social and environmental impact.  The Lord Mayor has told me a few times that the Foundation is “Melbourne’s best kept secret”! That is about to change!  We are keen to share our Initiatives and the important and innovative projects that our grant partners are undertaking. We want people to know about the Foundation. We also want people to see the TV announcement and feel hope for our shared future.

There is a lot to do and we are continuing our focus on increasing the supply of affordable housing in Melbourne; the transition to a low carbon future; reducing youth unemployment; building community resilience, and ensuring a sustainable food system.  As the largest community foundation in Australia, Lord Mayor’s Charitable Foundation has an obligation to demonstrate leadership on these priority community issues. 

Changing Melbourne for Good is a campaign that encourages everyone to become active change makers in partnership with the Foundation – whatever their capacity to give.


The first area of our work that is being profiled in the campaign is Food Security. The campaign builds on some very exciting work by the University of Melbourne’s Victorian Eco Innovation Lab (VEIL). Over the past two years the Foundation has funded VEIL’s FoodPrint project, which has mapped Melbourne’s food bowl. Melbourne and its peri-urban fringe is responsible for 47% of the vegetables produced in Victoria and has the capacity to meet around 41% of the city's total food needs, which is something to celebrate!

The work of Cultivating Community in encouraging and supporting communities to grow their own food, share with others across cultures, and learn about healthy cooking is truly inspiring. 

However, with a changing climate, the need to drought proof our food bowl and a growing population, the Melbourne community needs to build a shared vision for our sustainable food system.

We are delighted that Costa Georgiadis from the ABC’s Gardening Australia agreed to be our ambassador for the Foundation’s work in food security, sustainable food systems and reducing food waste. We could not have a more informed or motivational ambassador – thank you so much Costa. I listened with complete admiration as Costa spoke about sustainable food without drawing breath. He has a profound knowledge and commitment that will help drive the success of this campaign. The video made for us by social enterprise, Momentary, in which we both feature can be found on the Foundation’s website.

I encourage everyone to support Changing Melbourne for Good as we approach the end of the financial year. Let’s celebrate what collective community giving can achieve.

Together we can change Melbourne for good.

Catherine Brown

Chief Executive Officer​

Impact Areas