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‘FORGET ME KNOT DAY’- Friday 13^th November

HELP AUSTRALIAN ADULT SURVIVORS TO UNTANGLE THE KNOT OF CHILD ABUSE

26th October 2009:  Participants in the inaugural Forget-me-knot Day celebrations, on Friday 13^th November, could win two tickets to fly to New York to visit the Metropolitan Museum of Modern Art.

Part of an International Week For Prevention of Child Abuse, Forget-me-knot Day has been established by Adults Surviving  Child Abuse (ASCA) to encourage Australians to show their support for the two million+ adult Australians[i] personally affected by childhood abuse, as.

The Symbol:

The knot in ‘Forget me knot’ Day symbolises the ‘tangle’ of childhood abuse, which in most cases is a lifelong challenge for the survivor to unravel.  As a society, we forget that abused children grow up – and for many adulthood is when they are first able to confront the issue of abuse and begin to heal the emotional scars. Unfortunately, the shame around abuse can prevent adult survivors disclosing and others from reaching out to them.

The impact of child abuse is not just felt by the children. The adults they become, their families, their partners and their community are all impacted by this tragedy.  More than eight million Australian community members are directly affected by child abuse.  In a population of 22 million, this is a staggering figure.

The Competition:

As part of the ‘Forget me knot’ Day campaign, ASCA invites all Australians to submit photographs of any object tied in a blue tangled knot to go in the draw to win a trip for two to New York, including two economy airfares, two nights’ accommodation and free entry to the Metropolitan Museum of Modern Art, New York. The competition is active now and entries close midnight on Friday 6^th November.  Submissions can be made online at www.asca.org.au/competition.  The competition winner will be announced on Forget-me-knot Day, Friday 13^th November.

ASCA Chair Dr Cathy Kezelman said “We chose the knot to help explain the struggle or ‘tangle’ survivors encounter as they live with and attempt to overcome the damage inflicted by childhood abuse. As a society we can find the trauma of childhood abuse difficult to comprehend; so it is often ignored, left unspoken and unaddressed.  To help engage people in this very real issue, we chose a public art competition to encourage thinking, discussion and debate about a challenge faced by more than two million adult Australians. Artists, creative thinkers and even laypeople can often explore and connect with complex issues through art and a trip to New York is a wonderful incentive to encourage people to engage in this discussion.  I look forward to seeing the results.”

Forget-Me-Knot Day Campaign Components:

Through a range of activities including a national petition, a photographic competition, a ceremony of connection which involves the unravelling of a mammoth knot on an iconic Sydney building, ASCA’s ‘Forget-me-knot Day’ raises awareness of this struggle, and gives all Australians an opportunity to donate, and help adult survivors to reconnect with their community.  Details can be found here www.asca.org.au/forgetmeknot

People can also order the official blue tangled knots pins from the ASCA website www.asca.org.au/forgetmeknot and donate to help survivors overcome their trauma and reconnect with their community.

The Solution:

With the right help and support, survivors can find their way through the tangle of child abuse and find a sense of health and wellbeing and re-engage positively in their communities. Listening, understanding and supporting are critical to the healing process. ASCA is a core part of the solution, delivering evidence-based workshops to adult survivors of child abuse, and workshops for health practitioners to inform treatment of survivors of child abuse around Australia.  

Media Contact: Amanda McGregor ph: (02) 9492 1004 mb: 0411 222 311

About ASCA:              (www.asca.org.au)               (www.asca.org.au/forgetmeknot)

ASCA is a charity which focuses exclusively on advancing the needs of the more than 2 million Australian adults surviving child abuse.  ASCA was formed in 1995 and its current activities encompass: a 1300 information/support line – 1300 657 380, website, newsletters for survivors and health professionals, workshops for survivors and their supporters, education and training programs for health care professionals and frontline workers.  ASCA is currently developing a national network of services and practitioners with the experience and expertise to specifically address survivors’ needs.  ASCA is the key national Australian organization to support adults who have experienced all forms of child abuse and neglect, and receives no ongoing government funding.

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MEDIA STATEMENT

ACS RESPONDS TO TECHNOLOGY ISSUES

IN 2009-10 FEDERAL BUDGET

·         Digital Economy framework needed to leverage NBN infrastructure

·         Higher Education strategy must attract students into ICT to avoid skills crunch

·         Business incentives around technology purchases can speed our recovery

13^th May, 2009 – The Australian Computer Society (ACS) said today it is pleased to see ICT issues taking greater prominence in this year’s Federal Budget, but renewed calls for a Digital Economy framework which supports Australia’s core digital capabilities and strengths, as a blueprint for economic growth. 

 “Overall, we have seen greater acknowledgement of the link between ICT investment and economic prosperity in this year’s Budget. This is particularly evident within the announcements in the innovation area,” said ACS CEO Kim Denham.  “The initial investment of $4.7 billion in our National Broadband Network provides a significant boost to our sector and is critically important to the Australian community. However, beyond this basic infrastructure, Australia is sitting on a golden egg when it comes to our Digital Economy.

“Bringing our Digital Economy to life will require both an overall framework and specific plans built around core areas such as E-Health, E-Security and E-Learning.  We must develop appropriate policy, taxation, regulations and other support necessary for these areas to flourish.  It’s disappointing that some of these segments which may hold the greatest opportunity for our economy appear to be largely unaddressed within this year’s Budget,” she said.

Ms Denham said the ACS welcomes the Higher Education initiatives announced yesterday in response to the Bradley Review, but the Government must address the need to attract more students into ICT and science disciplines.  “Australia will continue to face an ongoing skills demand within the ICT area,” said Ms Denham.  “We would like to see some investment in ICT skills foresighting to make sure the students are studying the skills that are going to be needed by our industry over the next 10 years. In a student demand driven system for higher education, we need to ensure we don’t end up with a mismatch between student demand for courses and the skills being demanded by industry,” she said.

Ms Denham welcomed the introduction of small business tax concessions for investment in new capital items, such as computer hardware.  She said the ACS would like to see consideration given to extending these incentives beyond 2009 with a focus around Australian owned products and services including software and ICT services. This is a means of helping to power Australia’s economic recovery and will boost employment for ICT professionals.

The ACS identified the following announcements as relevant to the Australian ICT sector:

·         The new $80 million Rural and Regional National Broadband Network Initiative, which is critical to bridging the digital divide between regional and metropolitan Australia.  This will also improve regional ICT take up and business capability, as well as e-Health and e-Education initiatives in areas where it is most needed. The ACS is seeking clarification around the support for the rural broadband subsidy scheme to ensure there’s no immediate concerns for those in outlying areas.

• The Small Business Tax Break which will allow small businesses to claim a bonus tax deduction of 50 per cent is positive, providing small businesses an incentive to invest in new capital items, such as computer hardware and business vehicles, and to make capital improvements to existing machinery and equipment.  The ACS would like to see future consideration given to extending this tax break beyond December 2009, as well as extending tax concessions to software and ICT services.

• The Small Business Online Program included in the Budget allocated $10 million over two years to “assist small businesses take advantage of e-business opportunities and expand their online presence.”  E-business is a strong area of competency for Australia. This program will help to boost employment of our skilled professional in this area.

• The investment of $5.7 billion over four years to deliver reforms across the higher education and innovation sectors in response to the Bradley Review of Australian Higher Education and the Cutler Review of the National Innovation System. The funding for VET providers, higher education and research institutions is an opportunity to give immediate practical effect to sustainable design, energy and research. This will support the transformation of campuses across the country into living champions of sustainability, able to test and demonstrate emerging and new technologies.

• The commitment to spend an additional $37 million to extended Australian research and education network (AARNET) comprising 38 universities and CSIRO is also good news for the ICT sector.

• The new R&D Tax Credit, which will replace the complex and outdated R&D Tax Concession. This will provide a better incentive for ICT businesses to invest in research and innovation, which is particularly helpful for ICT SMEs as the refundable credit will be available to small companies that would otherwise be in tax losses, with no limit on the level of R&D expenditure they undertake. The ACS welcomes the new eligibility criteria as it will make sure that our investments are getting the best results – supporting only genuine ICT R&D which will lead to the prosperity of our Digital Economy.

• The four-year funding extension of $185.5 million to National ICT Australia (NICTA). The ACS is pleased to see the Government enhance its commitments to this vital research centre.

• The establishment of a $196.1 million Commonwealth Commercialisation Institute to develop a radical new approach to commercialising the best Australian research. This will not only allow the ICT industry to explore opportunities in the local market, but also bring innovative products or services to the overseas market and increasing Australia’s ICT industry profile globally.

• The $504 million for Super Science: Future Industries which will support research infrastructure for biotechnology and nanotechnology, including the supercomputing capacity needed to deliver cutting-edge research in the 21st century. This will lay the groundwork for the high-skill, high-wage jobs of the future and allow Australia to keep pace with rapidly emerging technologies. The ACS applauds the Federal Government for its further acknowledgement of the impact of ICT on our future.

• The investment of $3.1 billion in public and private sector research and development over the next four years. This will accelerate the growth of high-tech jobs and industries and will generate inventions and discoveries that we can sell to the world and apply at home to improve the lives of all Australians.

• The ACS is pleased to see the recognition of the role technology will play in assisting our transition to a low carbon economy with the investment of up to $100 million in partnership with the energy sector for the development of a new National Energy Efficiency Initiative. We look forward to the commencement of the demonstration project, which will lead to an integrated system of renewable energy, smart grid and smart meter technology and infrastructure.

 “Overall, this year’s budget has delivered some solid opportunities for the ICT sector – particularly in a challenging economic environment,” said Ms Denham.  “This year’s Budget also delivered many initiatives the ACS has been calling for over time – including R&D funding, and tax incentives to stimulate investment as well as a focus on green technology. We look forward to a continued conversation around ICT issues in the coming year as our economy builds towards a recovery.  In the midst of an economic downturn, the focus on our technology future has never been more critical.  Australia needs to harness the power of technology to identify new solutions to its economic challenges and improve productivity growth,” said Ms Denham.

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Media Contact:  Chris Yee Loy (02) 9270 0290 or mobile: 0432 963 502 or Fleur Brown (02) 9270 0241 or mobile: 0419 270 863

About the ACS: The ACS (Australian Computer Society) is the recognised professional association for those working in Information and Communications Technology, seeking to raise the standing of ICT professionals and represent their views to government, industry and the community. A member of the Australian Council of Professions, the ACS is the guardian of professional ethics and standards in the ICT sector, committed to ensuring the beneficial use of ICT for all Australians. It provides both members and non-members with opportunities for professional education, networking and certification, as well as enabling them to contribute to the development of their profession. Visit www.acs.org.au for more information.

Follow the ACS on Twitter: @ACSNewsFeed

THE NEXT GENERATION HAS LANDED

Youth Forum Releases Unique Research Defining “Generation Z”

12^th May, 2009 – Move over Baby Bombers, enough of Generation Y, a new influential generation ‘Generation Z’ has been identified at a forum today held by Multi Channel Network (MCN), Habbo Australia, and Channel V at the Sydney Opera House.

The Next Generation forum, hosted by Jason Davis aka “Jabba”, gave fresh insight to advertisers and marketers about the characteristics, values and media and brand consumption habits of Australian youth in the 13 and 24 year-old demographic. However, the focus of the forum was on the previously undefined teen demographic of 12 – 18 year olds who are part of Generation Z.

Speakers at the event included; Paul MacGregor, top Australian blogger and MCN youth strategist; Jeff Brookes, Asia Pacific Director, Habbo.com.au and Sulake; Shaun James, General Manager, Music Channels for XYZ Networks.

Comprehensive online research on thousands of teens in Australia and around the world demonstrates there is a sub generation of youths with markedly different characteristics and value systems to that of their Gen Y predecessors. The findings are part of nine separate surveys, each of which included an average of 3,000 participants aged 12 to 18 years-old released today by Habbo (www.habbo.com.au), Australia’s most popular online playground for teenagers with 359,817[1] unique visitors a month*. The research was conducted by Habbo Australia and developed and analysed by Launch Group.

Some of the major findings around advertising included:

·         More than three-quarters (82%) of Australian teens surveyed like advertising - not only tolerating it, but welcoming it,

·         Advertising adds value – almost half (42%) of the teen respondents thought advertising improved their experience with a product, game, social networking site etc., by making it more entertaining,

·         Advertising is successful – 61% of teens acknowledge that advertising makes them purchase products,

·         More than three-quarters (79%) of teens will go to a website for further information about a product after watching an advertisement on TV, and around half of the teens (53%) surveyed will purchase products online.

Damian Keogh, National Sales & Marketing Director, MCN said Generation Z is emerging as a youth demographic to pay close attention to. “Whilst it’s still early days for Generation Z, we are seeing some distinct attitudinal differences emerging that impact advertising decisions to youth audiences. This generation of teenagers in Australia is already influencing the purchasing choices of their parents and will soon be powering our nation financially, environmentally and of course socially.

“There’s been much debate around media use for youth, but perhaps what’s more interesting is that it’s the quality of the entertainment content, rather than the platform which attracts both Generations Y and Z.  Both generations respond to having a live community to connect with – knowing their friends are on the platform at the same time,” Keogh said.

Habbo.com.au and Sulake Asia Pacific Head, Jeff Brookes said: “We’ve heard a lot about the fame and fortune quest of Generation Y. However, Generation Z seems to have a lot less to prove than the previous Generation – and they also seem to be more consistent about their likes and dislikes, and potentially less faddish. It’s possibly too early to tell whether this develops into deeper brand loyalty but it’s an interesting trait to watch. They also seem to be more likely to purchase with their hearts rather than their egos.

“That’s not to say they can’t be persuaded. Like Gen Y, Generation Z are brand savvy and they like advertising. This Generation has not only grown up within a digital playground, they are completely used to advertising as part of life – and they like it,” Brookes said.

The research also identified further Generation Z characteristics:

·         Altruistic (if you thought Gen Y wants to save the world, wait until you see Gen Z);

·         Appears to care less about fame and fortune than Generation Y, and to care more about what their parents think;

·         May return to more traditional values, and are focused on social justice issues;

·         Prefer brands that align themselves with their value systems around the environment, as well as their strong spirit of humanitarianism.

·         Generation Z has a deep connection with Australia – they seek to understand and comment on national issues and they are proud of Australia’s multicultural nation status.

·         Favour platforms and medium that they can mould – they do not have set patterns for viewing/ listening. Therefore advertisers should look past traditional prime time.

·         Prefer humour in advertising above other characteristics

·         Having a sense of community is paramount to Generation Z.  They gravitate towards media which provides a sense of LIVE community.

Shaun James, General Manager, Music Channels for XYZ Networks said the desire to be entertained is powerful amongst this generation – the majority of whom say they couldn’t live without music. “Channel V and the XYZ Music Channels are delighted to be part of the Next Generation forum.  Our V brand is one of the most significant in the youth space and the insights contained in Habbo’s most recent research are particularly relevant to advertisers and audiences alike.  We have known for some time the relevance and importance music has in the life of the majority of young audiences.  As Australia’s leading music broadcaster, continuing a relevant, engaging conversation with this market remains a priority.  The confirmation that Generation Z delight in consuming media across a number of platforms, in particular television, is a positive confirmation of this strategy we have in place.”

Paul MacGregor, MCN Youth Strategist and top Australian blogger said: “Generation Z has definite preferences when it comes to their favourite media platforms, viewing times and what they want advertising to give them. As discerning consumers, they will follow good content, whether this falls on TV, online or even mobile is of no consequence. Media savvy Australian teens don’t see platforms, they see gateways to entertainment. One of the key findings of this new research showed the relationship between TV and online and how they worked in tandem with each other, sometimes consumed at the same time, almost always cross-referenced when they wanted to learn more.”  

Habbo’s Brookes concluded: “We have been conducting research on our users for quite some time now, because we have noticed both nationally and globally that today’s teenagers have opinions and values that do not align with what people are referring to them as, which is Generation Y.  There are some interesting factors that separate this generation from others. For example unlike the career gypsies in Generation Y, Gen Z don’t necessarily want to have up to ten career changes in their lifetime and they don’t need to live overseas.  When they think about their future careers, the majority of Gen Z favoured factors such as fairness – and the absence of discrimination on the basis of race, religion, gender or sexuality.  Believe it or not, money and fame are way down on their priority lists - happiness is one their main priorities in life.”

Further information: Fleur Brown, Launch Group 0419270863

Emily Venardos, Launch Group 0413743737

Sally Robertson, Launch Group 0400 927 003

About the research:
Habbo is one of the leading sources of teen insights & data. There are more than 129 million registered Habbo characters worldwide & 3.9 million in Australia. Four online surveys were conducted during 16 April and 11 May 2009, with an average of 3,000 teens who are registered Habbo users participating in each survey.  Additional insights regarding Generation Z have been compiled from Habbo online research completed during 2008-09. Survey participants were between 12 – 18 years, and were evenly spread between males and females. Teens from every Australian State and Territory participated in the Survey. Survey questions were developed and results analysed by the Launch Group. Due to the age of the survey respondents, these research results provide an indication only of the emerging characteristics of this generation of youth.

About Multi Channel Network (MCN): Established in 1997, MCN is a joint venture between FOXTEL, AUSTAR, Premier Media Group and XYZ Networks. MCN is responsible for the advertising interests of over 39 national channels and 28 entertainment and channel websites.  MCN is also the only media company to offer digital interactive television advertising via the remote control and video on demand advertising in Australia.  www.mcn.com.au

About Habbo: Habbo is a richly colourful, multi-dimensional virtual world and community for teens. Users join by creating a fully customized online character called a Habbo. From there, they can explore many public hang-outs, participate in a variety of activities, connect with friends, decorate their own rooms, and have fun through creativity and self expression. Currently there are Habbo communities in 33 countries on six continents. To date, 126 million Habbo characters have been created and 11.5 million unique users worldwide visit Habbo each month (source: Google Analytics). www.habbo.com.au

About XYZ networks: XYZnetworks is a unique business, which encompasses  popular youth music channels Channel [V], and Channel [V]²,. Depending on your age group and interests, or the demographic you chose to target, you will probably have an affinity with one or more of XYZnetworks' Channels. We offer targeted programming to clearly defined audiences, with a high degree of local relevance. With our strategic approach to attracting and building our Channel audiences, we lead through innovation and involvement. Our focus on building dedicated and connected television audiences leads us to a high degree of interactivitywith our viewers. Thousands of consumers interact with our Channels everyday in a range of ways, including online, text and telephone messaging. XYZnetworks is jointly owned by FOXTEL and AUSTAR.

About Fuel TV: FUEL TV is the first 24-hour Australian television channel dedicated to the world of action sports. FUEL TV showcases the best freestyle disciplines including surf, skate, snow, BMX and FMX and the lifestyle that goes with it! By covering both competitive and non-competitive events, FUEL TV provides viewers with non-stop action as well as the best names in the business. FUEL TV is focused on bringing viewers up to date with what is happening in the world of action sports, on both a local and international level. This can be seen by the line up of programs and events including the Action Sports Tour, the ASP World Tour, BMX Games, FIM Motocross, FIM Supermoto, Dirt Demons, Ultimate Fighter, Monster Trucks, Attack of the Show and Bikini Beach. FUEL TV also encourages viewers to get involved in the channel by logging on to www.fueltv.com.au.

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