Young Australians are being offered free music concert tickets - provided they give two hours of their time to a cause in their local community.
Time2rock, a volunteering initiative launched today in partnership with Clean Up Australia, hopes to encourage 5,000 people across Australia to give their time to worthwhile causes, with music as their motivation.
The money-can't-buy concerts, which will be staged just for Time2rock volunteers, will feature Aussie bands such as Cut Copy, End of Fashion, The Cassette Kids and I Heart Hiroshima.
The concerts will take place at the end of November in Newcastle in NSW, Coolangatta in Queensland and Sorrento in Victoria, with the campaign targeting young people in those areas.
Australians in other parts of the country are also encouraged to get involved, and will receive exclusive music downloads and music remixes from participating artists if they are unable to travel to concert locations.
Young people keen to get involved will be asked to clean up their local park or waterway for two hours, or work in a local charity of their choice such as a soup kitchen or hospice.
They will then have to document their experience online though a blog and photos to claim their prize.
"We're encouraging people to take on initiative," managing director of Sony Ericsson Australia Steve Wilson said.
"If they feel there's a need for something to be cleaned up or some charity to be supported in their local community, then we'd encourage them to get involved in that.
"They give their time now, and they rock later," he said.
The campaign, which begins today and runs until the end of November, is aimed at 18- to 24-year-olds, but not exclusively.
For more information, visit www.time2rock.com.au.