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yMedia co-director Jade Tang talks about connecting not-for-profit organisations, students and industry mentors to create new media initiatives and outlines the importance of engaging the next generation of volunteers.

“Generation Y (aka The Millennials) are ambitious, confident, connected and open to change."

"They have new ideas, energy and drive that many organisations; both 'for-profit' and 'not-for-profit' can benefit from.”

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Name and title: Jade Tang - Art Director and Connector

What aspect of your creative practice/work gives you the biggest thrill?

There are so many aspects that thrill me... But the overriding one would be connecting passionate people that are willing to contribute their skills and time to collaboratively create something that will truly benefit their community.

Do you look at the big picture or focus on the details?

A bit of both, attention to detail is key in the day-to-day operations of yMedia, but we do our best and try not to lose sight of the bigger picture!
 
What's your number one business tip for surviving (and thriving) in the creative industries?

Surround yourself with people that inspire you.

Tell us a little bit about yMedia.

yMedia connects students, industry and not-for-profit organisations (NFPs) to develop and implement new media initiatives for collective growth.

When and why was it established?

Founding partners Pamela Minett and Adele Barlow stumbled across the concept of yMedia over coffee. While sharing their frustration of seeing talented graduates struggle to find their first industry job, they discussed the ways in which students could offer their valuable knowledge to help community groups understand and utilise web 2.0 tools. With these thoughts, yMedia was born. Digital media, marketing, design and communication students connect with community groups and industry mentors to gain portfolio experience while increasing community group’s digital literacy. The first yMedia Challenge was held in Auckland in 2007 with six community groups and six student teams, and has continued to grow ever since.

How has it grown and evolved since then?

The yMedia Challenge has continued to expand every year since its conception. 2010 has been a huge year for yMedia, with an entire rebrand and refocus. On top of facilitating more teams, yMedia has expanded to host a series of workshops targeted at community groups and students looking to grasp a better understanding of current and effective media. 2010 will be the biggest challenge yet, with a capacity 20 student teams and community groups taking part.

How did you become involved, how has your role changed and what keeps you involved?

Adele Barlow, one of the co-founders contacted me via facebook whilst I was backpacking through Mongolia. Having always had an affinity with volunteering, I saw yMedia as a way in which I could utilise my professional skill-set (as a graphic/web designer) whilst giving back to the community. I returned to New Zealand just in time to help them organise the very first yMedia event and never looked back. Although the title has stayed the same from day-one, my key responsibilities have evolved and grown significantly with each year that passes and this year I am co-directing yMedia with Eddy Helm. 

What is the yMedia Challenge and how does it work?
The yMedia Challenge connects not-for-profit organisations with students and industry mentors to create sustainable media solutions for their needs. See step-by-step details here.

What’s involved in the preparation? What combination of people and resources are required?

Everyone in the core management crew either works full-time or studies full-time alongside volunteering full-time at yMedia so there is A LOT that goes on 'behind the scenes' to ensure that all yMedia activity (Challenge, Workshops, Events) is professionally prepared and runs as smooth as possible. Here is the wonderful Crew that make yMedia possible.

Why is it important to connect Students, Non for Profits and Industry Mentors?

• Tertiary Students: Are often uncertain of their career path after study and therefore need practical experience and an introduction to the industry to help increase their employability.
• Not-for-profit Organisations: Are often lacking in time, funds, resources and expertise to explore the benefits of new media initiatives and therefore need dedicated support to help increase their competency online.
• Industry Mentors: Have a wealth of knowledge and experience and can therefore provide guidance and insight to talented students while gaining a strong understanding of their capabilities for potential employment opportunities.
• yMedia: Connects students, industry and not-for-profit organisations to develop and implement new media initiatives for collective growth.

Who is involved, and what are some of the projects this year?

This year, the yMedia Challenge is bigger and better than ever! Consisting of 20 not-for-profit organisations: e.g ArtStation, LifeWise, Watersafe, Youthtown, YWCA. Student teams: e.g AUT, University of Auckland, Massey University, Media Design School. Industry mentors: e.g Alt Group, Shift and Saatchi & Saatchi. Projects briefs are still yet to be finalise, but will range from web design, graphic design, PR/communications plans, online marketing campaigns, social media strategy just to name a few.

Tell us about some of the previous projects and success stories.

Regardless of competing for prizes, students participating in the yMedia challenge gain an abundance of experience and opportunity. For many students, the Challenge provides them with their first ‘real life’ client, through which they learn skills rarely taught in university papers. Students complete the yMedia Challenge with a confidence and enthusiasm to enter the workplace. There have been countless yMedia success stories, read about them here.

It’s volunteer awareness week – the theme is Volunteering across the Generations. Do you think different forms of volunteering appeal to different generations?

I think everyone has a willingness to want to help and give back to the community, regardless of which 'form' and sometimes it's as simple as just being asked. Often it is more to do with where your interests lie; whether it be helping people, animals, the environment or all of the above and I feel that it's more dependent on time rather than a particular generation.
 
Why is it important to engage with and support the next generation?

Generation Y (a.k.a The Millennials) are ambitious, confident, connected and open to change. They have new ideas, energy and drive that many organisations; both 'for-profit' and 'not-for-profit' can benefit from. They also live/breathe the web, and adapting to these constant emerging technologies is second-nature to them, which is essential in this modern world where internet is ubiquitous in the way we work, communicate and live.

What tips would give for organizations wanting to do so?

It's important to remember that Generation-Y's want to work 'with' an organisation, not 'for' an organisation and it is more important than ever that the organisation is ethical. They want more than just a 'job', they want to be challenged, to learn and to grow within that role. Organisations need to be willing to nurture that but also be willing to let them go as they tend to quickly move on to the 'next-best-thing'.

What challenges do you face in recruiting and managing volunteers?

yMedia is in a fortunate position to be the first to see the 'best of the best' that come out of the yMedia Challenge so usually there is no problem in recruiting. Managing volunteers can often be a full-time job in itself, but having the three core pillars definitely help in terms of effectively managing specific areas of skill, and delegating various tasks.

Why do you volunteer? 

As I mentioned above, yMedia is the perfect vehicle for me to utilise my professional skill-set to give back to the wider community. It is a concept I am passionate about and see the overall value that it tangibly contributes to the community. There is a huge sense of autonomy in co-managing a youth driven social enterprise such as this, a sense of belonging to something that you truly believe in is priceless and the best part, the people; the core Crew as well as the wider yMedia family.

What else do you do (ie study/work) what percentage of your time is volunteering?

I am currently studying a Master of Arts Management full-time, volunteer for yMedia full-time but also freelance design from time to time. Some might call me a bit of workaholic but when you love what you do, it doesn't feel like work.

Can you recommend some resources, organizations and links?

In collaboration with Mohawk Media and Givealittle, yMedia brings you the Online Toolkit.
Here you will find links to various online tools, recommended for students, not-for-profits as well as useful for small businesses and freelancers in the creatives industries.

What’s your Big Idea(s) for 2010 and 2011?

• yMedia Challenge: Bigger and better than ever in 2010!
• yMedia Workshop Series: Specifically designed to help educate not-for-profits and students around how they could make the most of the yMedia Challenge.
• yMedia Connect: Coming soon [ Watch this space ]
• yMedia Projects: Coming soon [ Watch this space ]