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Soul of Docklands Case Study

MAB / News / Communities / Soul of Docklands Case Study
Communities, MAB

Soul of Docklands Case Study

Shining a light on the people and businesses that are helping shape Docklands

Project Overview

In 2022, MAB partnered with Lendlease, Mirvac, The District Docklands and the Docklands Chamber of Commerce to launch the Docklands Dollars 3008, an initiative to encourage Docklands residents to support local traders. Following the success of this initiative, the working group committed to implementing further community-based projects.

In 2023 the working group connected with the North & West Melbourne Neighbourhood Centre around a proposed project which sought to strengthen the profile of the local community by highlighting the people and businesses from the Docklands. It is from this, that the Soul of Docklands was created.

Launched in March 2024, the Soul of Docklands shines a light on the people, businesses and community groups that define and help shape the Docklands. The project profiles key members from the local community on the dedicated website; soulofdocklands.org.au featuring their inspiring stories to showcase and celebrate the precinct. The website features a diverse range of profiles and currently features 18 individuals.

Objectives

  • Provide a platform to celebrate the local Docklands community
  • Create business partnerships that support local communities

Sustainable Values and Goals Achieved

  • Brand Value: People Connections
  • MAB Promise: Engaged Communities and Customers
  • ESG Pillar: Social Connected Communities (Health and Wellbeing, Community Engagement)
  • United Nations Sustainable Development Goal: 3 Good Health and Wellbeing

Impact and Performance

  • Soul of Docklands Project launched in March 2024
  • Community project that shines a light on the people, businesses and community groups that define and help shape the Docklands
  • Website created to showcase inspiring individuals and community groups; org.au
  • Wide variety of profiles posted from across the precinct
  • Profiles were also featured monthly in the local newspaper Docklands News
  • Visitation to the website shows that the project was positively received with 3,086 total unique visits to March 2024
  • Profiles were promoted on social media and posters were utilised in high traffic areas to encourage visitation to the website
  • Diverse project partnerships (property groups, business committee and not for profit).

 

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