Derek Dyson

Commercial Manager, WTFN Entertainment

We started a project last year that has taken us in a whole new direction, and is breaking ground for a number of reasons. It's called Jamie Durie's Groundswell. Many will know Jamie from his TV appearances in the likes of Backyard Blitz, House Rules, and if you have been in the US recently, The Oprah Winfrey Show.

What you may not realise is that Jamie has been an environmental champion for around three decades. As he puts it, "way before it was cool". We've worked with Jamie on a bunch of TV shows, including The Living Room, and he's always craved a series that throws a spotlight on the environment and the great work that people and businesses are doing all over the world.

We launched Jamie Durie's Groundswell as a digital content vehicle in 2019, with a TV series to come in 2020. The idea is to create a content platform that inspires and engages audiences here in Australia with regular, fresh content on sustainability and the environment.

In a short space of time, it has allowed us to see first-hand some of the great things people are doing to turn the tide. And it feels even more pertinent given the harrowing images we've seen from across Australia in the past few weeks and months.

We work with corporate sponsors to tell their sustainability stories while ensuring that we have plenty of original content about individuals, charities and green initiatives that deserve a platform.

The great news is that we've seen Australian businesses at the forefront of this change, and we have covered many interesting stories here in Victoria. We recently signed up Braeside based Flavour Makers, who have just launched a new organic food line, Australia Organic Food Co.

It's a fantastic initiative that owner Adrian believes is more important than the profit line; it's about making a difference to society. We've also filmed in Mildura and look forward to bringing audiences that story later in the year.

In addition, we've covered stories with Dairy Australia looking at sustainable farming practices in Gippsland, beach clean-ups with global chemical giant and Melbourne Chamber member Dow, and a fantastic local business called PACT, which is doing innovative things with plastic out of Richmond. We even did a 'Green Christmas' segment in the Chapel Street Precinct.

In fact, Melbourne and Victoria are home to some truly groundbreaking sustainable businesses and initiatives. Many don't realise that KeepCup has its headquarters in Collingwood, and the likes of Thankyou and Who Gives A Crap are also Melbourne-based businesses.

Later in the year, we'll be launching a fantastic educational initiative with another Melbourne-based entity, ATOM VIC. The ATOM Groundswell School Competition will be open to schools and students across Australia, giving them a chance to showcase their fantastic sustainability and environmental initiatives.

We have been truly inspired by the fantastic work being done across the state. It has reinforced that Victoria and Victorian businesses are well and truly at the forefront of tackling today's environmental challenges.

As content makers, we cannot wait to tell these stories.

More information about Groundswell can be seen here: http://jamieduriesgroundswell.com/