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MOVEMENT: The Search for the Millennial Leader


Tuesday, 1st October 2013 at 10:27 am
Staff Reporter, Journalist
A MOVEMENT to find a Millennial Leader and highlight the values and concerns of the Australia’s largest generation has been launched by the Museum of Australian Democracy at Eureka (M.A.D.E), MTV Australia, and Deloitte Digital.

Tuesday, 1st October 2013
at 10:27 am
Staff Reporter, Journalist


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MOVEMENT: The Search for the Millennial Leader
Tuesday, 1st October 2013 at 10:27 am

A MOVEMENT to find a Millennial Leader and highlight the values and concerns of the Australia’s largest generation has been launched by the Museum of Australian Democracy at Eureka (M.A.D.E), MTV Australia, and Deloitte Digital.

MOVEMENT, a social media and pop culture oriented campaign centred on mtvmovement.com, also has wide-reaching support from singer-songwriter Missy Higgins, national youth and social action organisations, Pro Bono Australia, the House of Representatives at Australian Parliament House and a Brains Trust of Australian leaders.

The Millennial Generation (born 1982-2003) represents 30% of the Australian population but accounts for 46% of the 1.2 million Australians who have not enrolled to vote.

“Media coverage has portrayed this generation as apathetic and somewhat disengaged in the political process,” MTV Australia’s Vice President and General Manager, Rebecca Batties said.

“But we see the issue being less about apathy and more the inability to talk to young people about the issues they think are important.”

For example, MTV research has found that Millennials are typically tolerant, open minded and happy, yet only 3% trust, and 6% are inspired by, government.

M.A.D.E Director, Jane Smith, said MOVEMENT supports M.A.D.E’s aim to encourage each of us to think about what we can do to improve the lives of our family, friends and communities.

“MOVEMENT is M.A.D.E's first major foray into the national conversation – it’s an innovative way to give a platform for youth voices, promote wider, deeper and different discussions about the sort of democracy we want,” Smith said.

Australians aged 15-30 can nominate themselves as a Millennial Leader candidate by uploading a video of up to 60 seconds in length and answering four questions at mtvmovement.com before COB on October 10.

A 10-person panel of their peers will determine a shortlist of the Final Five candidates who will then campaign during a three-week public voting period.

The elected Millennial Leader will be announced on November 14 2013. He or she will speak out about Millennial issues and receive things money can’t buy. These include meetings with leaders with diverse skills and knowledge, unique experiences like being hosted by the House of Representatives in Canberra, and broad exposure through MTV and other communication channels.

The Leader will be ‘in office’ until 15 September 2014, next year’s UN International Day of Democracy.

Millennials who may not wish to nominate as a leader can still have their say by going to mtvmovement.com site and sharing what they most value.  Their views will help to inform a future youth wellbeing index.

Where possible, materials created during the MOVEMENT campaign will be repurposed for use by teachers and students in the Australian Civics and Citizenship Curriculum that starts in 2014.


Staff Reporter  |  Journalist |  @ProBonoNews


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