Having a safe place to live is something many Australians take for granted, but it’s not guaranteed for thousands of women around the country.
It’s a reality that drives Marilla Akkermans and her team at Equality Media + Marketing to give back in a meaningful way through their long-standing partnership with the Women’s Property Initiative.
“I think all organisations that are for-profit have an opportunity and a responsibility to be giving back to their community,” Ms Akkermans said.
“If you’re managing to turn a profit, then the least you can do is give back in some capacity.”
It’s that commitment to giving back that has earned the group the Contribution to Local Community Award at the 2025 REA Excellence Awards.
Founded in 2018, the business has grown from a one-person operation into a 30-strong media, marketing and creative agency based in Melbourne, working predominantly in the property sector across the eastern seaboard.
But alongside that growth, the managing director has embedded a clear “profit with purpose” model into the business.
Equality Media + Marketing managing director Marilla Akkermans wants more businesses to give back to the community. Picture: Supplied
Central to that model is the agency’s support of the Women’s Property Initiative, which is a not-for-profit community housing provider for women and children at risk of homelessness.
“We help Women’s Property Initiative with pro bono marketing services, including campaign collateral and strategic platforms,” she said.
“And then we also donate at least 10% of our profits to them every year.”
Working closely with high-end developments and affluent buyers has only sharpened Ms Akkermans’ awareness of the imbalance within the housing market.
For every wealthy buyer that’s looking to downsize into a high-end apartment, there’s more people who can’t afford a permanent roof over their head, she said.
The reality of Australia’s housing challenges has prompted the business team to focus on long-term, structured partnerships.
“I would encourage organisations to put a proper plan in place and continuously support one organisation,” she said.
“You’ll be able to see the difference you make, which is inspiring and helps you keep going.”
The REA Excellence Award win was particularly meaningful because it aligned directly with that mission.
In addition to the recognition, the prize includes funding that the business will donate to the Women’s Property Initiative, potentially doubling its impact by timing the contribution with a matched giving campaign.
“I feel like it’s honestly the best award I’ve ever won, just because being able to contribute that extra money back is so meaningful,” Ms Akkermans said.
More than 122,000 people experience homelessness and housing insecurity on any given night according to 2021 census figures. Picture: Supplied
Beyond financial contributions, Ms Akkermans emphasised the importance of long-term relationships in driving impact.
“The longer you have a relationship with an organisation, the more you understand who they are and what they stand for,” she said.
“Then how you help becomes deeper and more meaningful, it’s not just about the money.”
Equality Media + Marketing also supports other causes throughout the year, including team-led donations and fundraising initiatives, but its primary focus remains on creating sustained change through its flagship partnership.
Looking ahead, Ms Akkermans said the priority was continuing to grow the business in a way that strengthened both client outcomes and community impact.
“It’s about delivering on our promises to clients, being an employer of choice, and being as successful as we can so we can contribute positively to our community,” she said.
“Everybody deserves a roof over their head and to feel safe at night when they’re trying to go to sleep.
“If businesses are in a position to help, then they should be thinking about how they can contribute back to their community.”
In 2025, the REA Excellence Awards comprised eight submission-based categories, including Residential Agency of the Year and Most Influential Woman in Property Award.
English (US) · 