JCDecaux announces new charity partnership with youth mentoring music organisation Crescendo

Jun - 2021



Leading Out-of-Home company JCDecaux New Zealand has unveiled its new social impact initiative, today announcing a partnership with pioneering youth mentoring charity, The Crescendo Trust of Aotearoa.

Based in Tāmaki Makaurau (Auckland), Crescendo provides a free music production-based education and support program for rangatahi (young people) aged 12-24, allowing them to directly engage and connect with industry professionals, learn life skills and access pathways to employment. Rangatahi are referred to Crescendo from many channels including, Oranga Tamariki, the Ministry of Social Development, schools, and through word of mouth. To date, Crescendo has worked with more than 2,300 young people, supporting them to re-engage with their communities and pursue further education, training and employment.

Crescendo’s impact model is a pioneering one for the charity sector. It operates the Crescendo Studio as a social enterprise to create bigger, more sustainable opportunities for their rangatahi. The commercial arm specialises in music production and recording as well as sound design services for local and international productions, including audiobooks, film and TV projects, advertising, and podcasts. All profits are directed back into the Crescendo mentoring program and rangatahi are able to gain professional experience. This uniquely innovative model has proven to be highly effective in driving positive social development.

As part of the strategic partnership, JCDecaux will provide Out-of-Home media assets for Crescendo Studio to run advertising campaigns, bringing awareness to its program and social enterprise. Crescendo CEO, Marcus Powell, is on a mission to secure public and private support for the organisation’s transformational work and the advertising awareness campaign will be invaluable in supporting this goal.

“We currently have a 90% transition rate for getting our rangatahi into further education, training and employment but the support from JCDecaux will be crucial in helping take Crescendo Studio’s effective social enterprise model to another level. We truly believe that a creative and healthy future generation is good for society and our economy – everyone benefits,” Powell said.

JCDecaux New Zealand Country Head, Mike Watkins, who is also a board member of The Crescendo Trust of Aotearoa, said he was excited to partner with one of the country’s most valuable social enterprises.

“JCDecaux is incredibly proud to support Crescendo and the amazing work they do for young people in our community, giving them the chance to explore all aspects of the music industry and gain hands-on experience in the recording studio. Our partnership was a natural fit – as organisations, we’re both dedicated to helping shape New Zealand’s future, particularly the social and creative lives of young people, so we’re thrilled to be working with them.”

JCDecaux New Zealand is committed to creating real and lasting social impact, and these efforts have been enhanced this year with a new in-house social impact committee. Under the committee’s leadership, JCDecaux New Zealand has committed to actively support a number of local charities in 2021, the first of these being The Crescendo Trust.


For more information on The Crescendo Trust of Aotearoa, visit