Profile raising communications campaign

Increased media coverage

SYC is a not-for-profit organisation centred on employment, training and youth services. With a core purpose to positively affect the lives of people in need, last year SYC helped more than 55,300 people in the areas of Home, Wellbeing, Learning and Working.

In 2011, our consultants began working to increase media visibility and stakeholder recognition of the organisation and its three operating brands, HYPA (Helping Young People Achieve), Training Prospects and Job Prospects.

McCo Group approached the campaign by focusing on humanising issues relevant to SYC and showcasing client achievements, raising awareness of the organisation’s work and the benefits for the Australians accessing SYC services.

The partnership has been very successful, and our involvement has expanded over time to include major SYC campaigns such as ‘My First Job’, raising awareness of the issues facing young Australians experiencing unemployment and under-employment.


During the past three years, McCo Group has contributed considerably to the increased brand awareness of SYC, generating significant media coverage across television, radio, print and online media.

The training division of the SYC, Training Prospects, is now recognised by the media as a leader in its field. Journalists actively seek comment and stories about this organisation and industry issues are regularly featured in media around the country.

In 2012, our consultants were actively involved in creating ‘Couch Day’, a signature event for SYC, successfully held for the first time on October 10 of that year to coincide with World Homelessness Day.

Through our development of the Couch Day concept, McCo Group has helped draw attention to the prevalence of couch surfing and youth homelessness, what is being done to help, and how all Australians can be part of the solution.

Dozens of media stories promoting Couch Day and these issues are carried across print, radio, television and online media outlets each year.