From Legacy to Evolution: PCYC NSW Reaffirms Position as a Life-Changing Youth Charity in Bold New Campaign

PCYC NSW is an 88-year-old youth charity engrained in communities across New South Wales.

First established as a boys’ recreation club, PCYC NSW has evolved over the decades to offer a diverse range of services for everyone — from sports and recreation to driver education, out-of-school hours (OOSH) care, and vacation programs.

With such a broad and growing footprint across metro, regional and remote NSW, it’s understandable that public perception of PCYC varies — but at its core, the organisation is and always has been a youth charity committed to empowering young people and building safer and more connected communities.

PCYC NSW will launch a new brand awareness campaign across oOh!media’s billboard, street furniture, retail and office network, an in-house public relations and social media
campaign activation, and placements on Motio advertising screens through an innovative partnership with Motio that officially kicks-off in October.

More importantly, the campaign will centre on real testimonies and real people, using the power of storytelling to showcase the life-changing impact of PCYC’s youth programs across New South Wales.

Bree Godden, General Manager of Fundraising and Marketing said, “Our youth programs provide safe spaces where young people can get active, build capability, and connect
with community. But there’s still a gap in public awareness around why we exist, and in a flooded charity market, we need people to know we are directly helping the young people in our own backyard – this campaign will share with the people of New South Wales what we do, why we do it and how they can help make a difference too.”

“It’s also the perfect time to launch this campaign, following the introduction of our new organisational purpose: to overcome the social challenges our communities face. From loneliness, to ease of access to social media challenges and everything in between – this purpose is what drives everything we do and now we want to make sure the wider community knows this too.”

Ben Hobby, CEO said, “This campaign is about showing the real faces and stories behind PCYC — from a young person looking for guidance and support, to gaining qualifications and stepping into employment. It’s about repositioning PCYC in the hearts and minds of the public as more than a club — as a life-changing youth charity.”

Maria Benton, Head of Brand and Marketing said: “The PCYC brand has always meant something special in local communities but it’s time to ensure that our brand reflects the full impact of who we are today – the evolution we have undertaken.”

“Now, more than ever, it is vital that our community understands the important role PCYC plays in supporting young people as they navigate increasingly complex social challenges. In a world that is rapidly changing, we all share a responsibility to ensure every young person feels seen, heard, and supported. PCYC is more than Club — it is a safe space where young people belong.”

The campaign will officially launch in early October — but it won’t end there. This is just the beginning, as PCYC NSW continues to share powerful impact stories across communities.

The message is clear: PCYC NSW is a Youth Charity, built by community – where impact starts — every day, all year round.

Credits
PCYC NSW:
• General Manager of Fundraising and Marketing, Bree Godden
• Head of Brand and Marketing, Maria Benton
• PR & Communications Specialist, Amber Griffin
• Marketing Specialist, Laura Stevens
• Social Media Coordinator, Gemma Steen

Brand Agency: Houston Group
Graphic Design: WorldWide Parramatta
Media Agency: oOh!media and Motio