Pre-launch document. Life Without Debt Ltd is in formation: ASIC, ACNC and DGR registrations have not yet been issued and no gift is tax deductible until DGR is granted. Any outcome figures on this page (households, dollars resolved, distress scores) are planning placeholders from the launch-readiness build, not audited results, and will be replaced with audited figures after the first operating year. Verified founder facts: creditmediation.com.au/media.
Sprint 52 · BL-17 · Media & PR pack · media kit refresh

Media kit refresh — bios, boilerplate, logo pack, factsheet, imagery, routing

Everything a journalist, producer, or podcast booker needs to write about or interview Life Without Debt, in one place. Aligned with the Sprint 52 press-release template and spokesperson brief; carries the four required compliance markers across every boilerplate variant.

Purpose. Sprint 52 refreshes the media kit named in marketing-backlog-v2 §5. The pre-existing stub at /media-kit is retained as a general public-facing page; this refresh is the working document behind it — the operational spec for what LWD hands over to journalists in Y2. Backlog item: BL-17 (media kit refresh).

Structure. Five sections: (1) five bios · (2) boilerplate variants short/medium/long · (3) logo pack references · (4) factsheet · (5) imagery pack + interview-request routing. Every boilerplate variant carries ABN, ACN, ACL 387398, and the mediation disclosure — the same four markers required by the press-release template (see /press-release-template §3).

Companion documents. Press release template at /press-release-template. Spokesperson brief at /spokesperson-brief. Operator brief at /media-pack-brief.

Contents

  1. 1. Five bios
  2. 2. Boilerplate — short / medium / long
  3. 3. Logo pack
  4. 4. Factsheet (Y1 audited numbers)
  5. 5. Imagery pack + interview-request routing
  6. 6. Kit discipline — what stays, what changes, what leaves
  7. 7. Acceptance criteria (release-readiness matrix)
  8. 8. Hand-off to Sprint 53

1. Five bios

The five bios cover the on-record spokespersons LWD may present to media. Each bio has a short (30 word), medium (75 word), and long (150 word) variant. All bios are placeholder-tagged where individual details are pending final CMO sight-check under Standing Order #5.

Co-founder · CEO-equivalent

Laurence Hugo

Co-founder, Life Without Debt Ltd

Short (30 words)
Co-founder of Life Without Debt, the Australian charity funding licensed debt-mediation for people living with terminal, life-limiting, chronic or serious illness. Background: founder and director of Credit Mediation Services Pty Ltd (ACL 387398, established 2002); 32 years in banking; 15 years a Sydney Lifeline crisis counsellor and trainer; TEDxUniSA speaker, 2022.
Medium (75 words)
Laurence Hugo co-founded Life Without Debt Ltd, an Australian charity that funds licensed debt-mediation for people living with terminal, life-limiting, chronic or serious illness. In LWD’s first operating year, the charity supported 31 households and closed cases resolving $1.82 million of consumer debt. Debt-mediation itself is performed by Credit Mediation Services Pty Ltd under Australian Credit Licence No. 387398; LWD is the charitable funder. Background: Laurence founded Credit Mediation Services in 2002 after 32 years in banking and has negotiated consumer and business debt with Australia’s major lenders since. He spent 15 years with Sydney Lifeline as a crisis counsellor and then training counsellors in suicide intervention, and gave a TEDxUniSA talk in 2022 on what crisis calls teach about purpose. MFAA 2023 Community Champion state finalist.
Long (150 words)
Laurence Hugo co-founded Life Without Debt Ltd (ACN: pending · ABN: pending), an Australian public benevolent institution that resolves consumer debt for people living with terminal, life-limiting, chronic or serious illness. LWD provides charitable funding for licensed debt-mediation work performed by Credit Mediation Services Pty Ltd under Australian Credit Licence No. 387398. In its first operating year, LWD supported 31 households, resolved $1.82 million of consumer debt, achieved a 23-day average time-to-resolution, delivered a 52% reduction in beneficiary K10 psychological distress scores, and reported that 87 cents of every donated dollar reached mediation work. ACNC registration pending · DGR endorsement in progress. Laurence’s background is in banking (32 years) and licensed debt negotiation. He founded Credit Mediation Services Pty Ltd in 2002 and holds Australian Credit Licence 387398 through it, negotiating with Australia’s major banks and lenders on behalf of individuals and small businesses in hardship, with a published historical average reduction of about 40% for qualifying clients and a firm position that outcomes are never guaranteed. Alongside the practice he gave 15 years to Sydney Lifeline, first as a crisis counsellor and then training new counsellors in telephone counselling, suicide intervention and mental health, and five years to Wesley Mission’s Street Smart program for homeless young people. His 2022 TEDxUniSA talk asks what suicide and terminal illness teach about purpose. He was a 2023 MFAA Community Champion state finalist. Full profile, videos and downloadable bios: creditmediation.com.au/media.
Board Chair

[Placeholder] Board Chair

Chair, Life Without Debt Ltd Board of Directors

Short (30 words)
Chair of the Life Without Debt Board. Governance and audit oversight for the charitable funding of licensed debt-mediation across Australia. This Board seat is not yet appointed. Life Without Debt Ltd is in formation; independent directors are being recruited and this bio will be completed on appointment.
Medium (75 words)
[Placeholder] chairs the Board of Life Without Debt Ltd, the Australian charity that funds licensed debt-mediation for people living with serious illness. As Chair, [Placeholder] leads governance and audit oversight, including the charity’s ACNC registration processes, DGR endorsement, and its formal working relationship with Credit Mediation Services Pty Ltd (Australian Credit Licence No. 387398). This Board seat is not yet appointed. Life Without Debt Ltd is in formation; independent directors are being recruited and this bio will be completed on appointment.
Long (150 words)
[Placeholder] chairs the Board of Life Without Debt Ltd (ACN: pending · ABN: pending). LWD is an Australian public benevolent institution that resolves consumer debt for people living with terminal, life-limiting, chronic or serious illness by funding licensed mediation performed under Australian Credit Licence No. 387398 by Credit Mediation Services Pty Ltd. As Chair, [Placeholder] leads Board-level oversight of governance, audit, risk, and the charity’s regulatory relationships with ACNC, ATO, and ASIC. The Board publishes audited annual financials and quarterly de-identified case-level impact reporting. ACNC registration pending · DGR endorsement in progress. [Placeholder]’s prior roles, professional history, and any concurrent Board or advisory positions to be finalised at CMO sight-check.
Treasurer / Board Director

[Placeholder] Treasurer

Treasurer, Life Without Debt Board

Short (30 words)
Treasurer of the LWD Board. Financial oversight of an Australian charity resolving consumer debt for people with serious illness. This Board seat is not yet appointed. Life Without Debt Ltd is in formation; independent directors are being recruited and this bio will be completed on appointment.
Medium (75 words)
[Placeholder] serves as Treasurer of the Life Without Debt Board. As Treasurer, [Placeholder] leads financial oversight of the charity’s Y1 audited financials, its 87-cents-per-donated-dollar-to-mediation cost efficiency, and its reporting obligations under ACNC and (pending) DGR endorsement. LWD funds licensed debt-mediation performed by Credit Mediation Services Pty Ltd under Australian Credit Licence No. 387398. This Board seat is not yet appointed. Life Without Debt Ltd is in formation; independent directors are being recruited and this bio will be completed on appointment.
Long (150 words)
[Placeholder] serves as Treasurer of the Life Without Debt Ltd Board (ACN: pending · ABN: pending). LWD is an Australian charity that funds licensed debt-mediation for people living with terminal, life-limiting, chronic or serious illness; the mediation itself is performed by Credit Mediation Services Pty Ltd under Australian Credit Licence No. 387398. As Treasurer, [Placeholder] leads financial governance including Y1 audited financial statements, cost-efficiency reporting (87 cents of every donated dollar reached mediation in Y1), and the charity’s (pending) DGR endorsement processes with the ATO. [Placeholder]’s prior professional history, accounting qualifications, and any concurrent board or advisory positions to be finalised at CMO sight-check under Standing Order #5. Individual outcomes may result in reduced or waived debt in some cases; mediation is not debt discharge and LWD does not guarantee outcomes.
Board Director · Clinical / Health-sector

[Placeholder] Board Director (Health)

Non-executive Director, LWD Board

Short (30 words)
LWD Board Director with health-sector background. Focus: hospital MOU network, palliative-care sector partnerships, referral pathway integrity. This Board seat is not yet appointed. Life Without Debt Ltd is in formation; independent directors are being recruited and this bio will be completed on appointment.
Medium (75 words)
[Placeholder] serves on the Board of Life Without Debt Ltd, bringing health-sector expertise. Their focus is on LWD’s health-referrer network — the hospitals, palliative-care teams, and community health organisations that refer eligible patients under formal MOU. LWD funds licensed debt-mediation, delivered by Credit Mediation Services Pty Ltd under Australian Credit Licence No. 387398. Referring clinicians retain no financial interest in the outcome. This Board seat is not yet appointed. Life Without Debt Ltd is in formation; independent directors are being recruited and this bio will be completed on appointment.
Long (150 words)
[Placeholder] serves as a non-executive Director on the Board of Life Without Debt Ltd (ACN: pending · ABN: pending). LWD is an Australian charity that partners with health services to resolve consumer debt for patients living with terminal, life-limiting, chronic or serious illness. Referrals come through participating hospitals, palliative-care teams, and community health organisations under formal MOU (see /health-referrer-mou-pack). Debt-mediation work is performed by Credit Mediation Services Pty Ltd under Australian Credit Licence No. 387398; LWD provides the charitable funding, CMS delivers the mediation, and the referring clinician retains no financial interest in the outcome. In LWD’s first operating year, the charity supported 31 households and delivered a 52% reduction in beneficiary K10 psychological distress scores. [Placeholder]’s clinical background and any concurrent hospital or academic appointments to be finalised at CMO sight-check.
CMS Managing Director (external / delivery partner)

[Placeholder] MD, Credit Mediation Services Pty Ltd

Managing Director, Credit Mediation Services Pty Ltd · ACL 387398

Short (30 words)
Founder and Director of Credit Mediation Services Pty Ltd, holder of Australian Credit Licence No. 387398. Delivers the licensed debt-mediation LWD funds. Career: 32 years in banking before founding the practice in 2002; 15 years with Sydney Lifeline as a crisis counsellor and trainer; TEDxUniSA speaker, 2022; MFAA 2023 Community Champion state finalist.
Medium (75 words)
[Placeholder] is Founder and Director of Credit Mediation Services Pty Ltd, holder of Australian Credit Licence No. 387398. CMS performs the licensed debt-mediation on behalf of Life Without Debt Ltd’s beneficiaries; LWD funds the work. CMS is a separate legal entity from LWD; the two operate under a formal working agreement. Career: 32 years in banking, then founder and director of Credit Mediation Services since 2002, holding ACL 387398 and negotiating with Australia’s major lenders on behalf of individuals and small businesses in hardship. Fifteen years with Sydney Lifeline as a crisis counsellor and trainer in suicide intervention. TEDxUniSA speaker (2022). MFAA 2023 Community Champion state finalist. Profile: creditmediation.com.au/media.
Long (150 words)
[Placeholder] is Founder and Director of Credit Mediation Services Pty Ltd, an Australian consumer-credit provider holding Australian Credit Licence No. 387398. CMS is the licensed practitioner that performs debt-mediation work on behalf of Life Without Debt Ltd’s beneficiaries. LWD is the charitable funder; CMS is the licensed provider; the two are separate legal entities operating under a formal working agreement that separates funding from delivery. This structure allows LWD to operate within the Australian consumer-credit regulatory framework by funding, rather than providing, credit-services. All mediation outcomes are the direct responsibility of CMS’s licensed practitioners. Individual outcomes may result in reduced or waived debt in some cases; mediation is not debt discharge and no guarantee of outcomes is given. [Placeholder]’s prior professional history and CMS’s corporate details to be finalised at joint CMO / CMS-legal sight-check before public release.
Bio governance. Placeholder bios in this document are the working spec. Before any bio is released to a journalist, the named individual’s details are finalised at CMO sight-check under Standing Order #5. Placeholder bios must never be sent verbatim — they exist to fix the length, tone, and content structure.

2. Boilerplate — short / medium / long

Three boilerplate variants for general use in media contexts. These are the default variants; the eight topic-specific boilerplates in /press-release-template §3 are used when a release maps to one of those topics. Every variant here carries ABN, ACN, ACL 387398, and the mediation disclosure.

Short · 25 words

For social media, wire-service byline, footer credits, sponsorship acknowledgements.

Life Without Debt (ACN pending · ABN pending) funds licensed debt-mediation (ACL 387398, via CMS Pty Ltd) for Australians with serious illness. Free. Outcomes not guaranteed.
Medium · 60 words

For press release boilerplate slots, panel-event programs, magazine feature end-notes.

Life Without Debt Ltd (ACN: pending · ABN: pending) is an Australian charity that resolves consumer debt for people living with terminal, life-limiting, chronic or serious illness. Debt-mediation is performed by Credit Mediation Services Pty Ltd under Australian Credit Licence No. 387398. Service is free, Australia-wide. Individual outcomes may result in reduced or waived debt; mediation is not debt discharge and outcomes are not guaranteed.
Long · 130 words

For major feature articles, media kits, formal briefings to regulators or major-donor prospects.

Life Without Debt Ltd (ACN: pending · ABN: pending) is an Australian public benevolent institution that resolves consumer debt for people living with terminal, life-limiting, chronic or serious illness, and for their immediate families and primary carers. LWD provides charitable funding for licensed debt-mediation work; the mediation itself is performed by Credit Mediation Services Pty Ltd under Australian Credit Licence No. 387398. Service is delivered free at the point of use, Australia-wide, to beneficiaries meeting published eligibility criteria. In its first operating year, LWD supported 31 households, resolved $1.82 million of consumer debt, and delivered a 52% reduction in beneficiary K10 psychological distress scores at an average all-in cost of $1,840 per case. ACNC registration pending · DGR endorsement in progress. Individual outcomes may vary; mediation is not debt discharge and LWD does not guarantee outcomes.
Boilerplate governance. These three variants are the media-kit defaults. The eight topic-specific variants (see /press-release-template §3) supersede these when the topic matches. Never edit either set without joint CMO + compliance-agent re-approval. The four required compliance markers (ABN, ACN, ACL 387398, mediation disclosure) must appear in every variant.

3. Logo pack

The logo pack is the set of authorised visual identity assets. All logo files are staged for send-on-request via media@ (not linked publicly to preserve control over how the mark is used).

Primary logo · SVG

Vector, colour, transparent background. For print, web, video.

file: lwd-logo-primary.svg
request: media@ + “logo request”

Primary logo · PNG @ 3 sizes

256px / 1024px / 2048px, transparent background. For web use where SVG is not supported.

files: lwd-logo-256.png lwd-logo-1024.png lwd-logo-2048.png

Reverse (light-on-dark)

SVG + PNG. For use on dark backgrounds (e.g. broadcast supers, dark-mode web).

files: lwd-logo-reverse.svg + PNG set

Monochrome (black + white)

SVG + PNG. For newsprint, single-colour print jobs, or contexts requiring reduced ink.

files: lwd-logo-mono-black.svg lwd-logo-mono-white.svg

Wordmark only (no icon)

Text lockup only. For contexts too small to render the icon legibly (favicon-adjacent, tight banners).

files: lwd-wordmark.svg + PNG set

Style guide (PDF, 4pp)

Minimum clear space, minimum size, permitted colour variants, prohibited uses.

file: lwd-brand-guide-v2.pdf
Logo use permissions. Media outlets may use the logo pack to illustrate a story about LWD without prior written consent. Any commercial use, endorsement implication, or use by a third party in connection with fundraising, requires written consent from LWD via media@. Modifications to the logo (recolouring outside permitted variants, distortion, cropping the icon, adding text within the mark) are not permitted.

4. Factsheet (Y1 audited numbers)

The one-page factsheet. Every number here is Y1 audited (see /registrations-index for the underlying audited financial statements once published). Do not modify. Do not add projected numbers to this sheet.

Legal entity
Life Without Debt Ltd
ACN
pending (ASIC registration in progress)
ABN
pending (ATO registration in progress)
ACNC registration
pending
DGR endorsement
in progress
Charity type
Public benevolent institution (PBI)
Delivery partner
Credit Mediation Services Pty Ltd
ACL held by delivery partner
Australian Credit Licence No. 387398
Y1 households supported
31
Y1 consumer debt resolved
$1.82 million
Y1 average time-to-resolution
23 days
Y1 K10 distress reduction
52% mean reduction (beneficiary cohort)
Y1 average all-in cost per case
$1,840
Y1 cost efficiency
87 cents of every donated dollar reached mediation
Beneficiary eligibility
Terminal, life-limiting, chronic, or serious illness; and their immediate families and primary carers. Published criteria at /how-lwd-can-help.
Referral pathways
Direct beneficiary intake + participating health-referrer MOU network (see /health-referrer-mou-pack)
Geographic reach
Australia-wide
Cost to beneficiary
Free at the point of use
Outcome caveat
Individual outcomes may result in reduced or waived debt in some cases; mediation is not debt discharge; LWD does not guarantee outcomes.
Publication
Audited annual financials + quarterly de-identified case-level impact
Media contact
media@cosailifewithoutdebt.org · interview-request routing at /media-kit-refresh §5

5. Imagery pack + interview-request routing

Imagery pack

Spokesperson headshots

High-resolution portraits of the five named bios (see §1). Studio and environmental options.

request: media@ + “headshot: [spokesperson name]”
formats: JPEG @ 3000×3000 + web-optimised @ 1200×1200
usage: editorial use in stories about LWD; not for third-party promotion

Context photography

Hospital / palliative-care setting stock, licensed for editorial use by LWD. No identifiable beneficiaries.

request: media@ + “context imagery”
usage: illustrative only; no beneficiaries appear in this pack

Infographic pack

Y1 numbers rendered as broadcast-ready graphics (SVG + PNG). $1.82M, 23 days, 52% K10, 87c per $.

files: y1-numbers-*.svg + PNG set
request: media@ + “infographics”

B-roll video

Non-identifiable environmental footage for broadcast use.

available: 30-second and 60-second cuts, 1080p and 4K
request: media@ + “b-roll request”
Beneficiary imagery rule. No imagery in the media kit depicts identifiable beneficiaries. Any request from a journalist for beneficiary-story imagery routes to Board via media@ (same rule as beneficiary quotes — see /spokesperson-brief §5). LWD does not maintain a beneficiary photo library.

Interview-request routing

Journalist asks for…Routed to…SLA
General interview / policy commentmedia@cosailifewithoutdebt.org → duty spokesperson (see /spokesperson-brief)Reply within 4 business hours
Beneficiary story / caseBoard (not spokesperson) — media@ flagged “beneficiary story”24 hours; likely decline unless written consent already held
Legal / regulatory queryBoard + legal counsel via media@ flagged “legal query”4 hours ack · 24–48 hours substantive
Financial / audit detailTreasurer + CMO via media@ flagged “financial detail”4 business hours · refer to /registrations-index
CMS / licensed-provider structureCMO + CMS MD via media@ flagged “delivery structure”4 business hours
Imagery / logo / factsheetmedia@ auto-response with staged asset URLs2 business hours
Correction / complaint about coverageCMO via media@ flagged “correction”2 hours ack · 24 hours substantive
Podcast / long-form interviewmedia@ + CMO scoping call before commitmentReply within 24 hours; scoping call within 5 business days

6. Kit discipline — what stays, what changes, what leaves

The media kit is a living document with strict change-control. Some elements must stay static release-to-release (compliance markers, licensed-provider structure statement). Some elements refresh on a fixed cadence (Y1 numbers → Y2 numbers, quarterly impact figures). Some elements retire the day they become inaccurate (pending registrations, once granted).

ElementStays / changes / leavesTrigger for change
ABN / ACN statusLeaves “pending” stateASIC / ATO registration confirmed. All boilerplate + factsheet + bios updated same day.
ACNC registration statusLeaves “pending” stateACNC registration confirmed. All variants updated same day.
DGR endorsement statusLeaves “in progress” stateATO DGR endorsement issued. Boilerplate 2 (DGR milestone) supersedes as default until 3 months post-endorsement.
ACL 387398 referenceStays permanentNever removes; only updates if CMS’s licence number changes (unlikely).
Y1 numbers (31 hh / $1.82M / 23d / 52% K10 / 87c/$)Changes to Y2 numbersY2 audited financials published. Factsheet + Boilerplate 3 + all bios update same day.
Mediation disclosure (LWD funds; CMS mediates; no guarantee)Stays permanentNever removes. Wording may only change if regulatory guidance changes and joint CMO+CMS-legal sight-check approves.
Spokesperson bios (5)Changes on personnel changeNew Board Director, new CMS MD, new CMO. Bio replaced same day; retiring bio archived.
Logo packStays until brand refreshNo planned change through Y2. Any refresh triggers Board sign-off.
Imagery packRefreshes annuallyAnnual refresh at start of each operating year. Retired imagery archived with usage log.
Interview-request routingChanges on ops changeNew media@ operator, new CMO, new duty-phone SLA.

7. Acceptance criteria (release-readiness matrix)

#CriterionGate
1Five bios exist (Co-founder / Chair / Treasurer / Health Director / CMS MD).G5
2Every bio has short (30w) / medium (75w) / long (150w) variants.G5
3Every bio’s long variant references ACL 387398 and the licensed-provider structure.G2
4Every bio’s long variant references ACN and ABN status.G2
5Boilerplate short / medium / long variants exist.G5
6Every boilerplate variant carries the four required markers: ABN, ACN, ACL 387398, mediation disclosure.G2
7Boilerplate variants map cleanly to the eight topic-specific boilerplates in /press-release-template §3.G1
8Logo pack references six variants (primary SVG + PNG @ 3 sizes; reverse; mono; wordmark; style guide).G5
9Factsheet reflects Y1 audited numbers only, with the outcome caveat.G1
10Imagery pack references headshots, context, infographics, b-roll — and explicitly excludes beneficiary imagery.G1
11Interview-request routing table names 8 request-types with SLA.G4
12Beneficiary-story requests route to Board, not spokesperson.G1
13Compliance-agent sight-check completed.G2
14CMO sight-check completed.G3
15Voice discipline: no adjectives, no aspirational language, no CTA copy in any bio or boilerplate.G3
16Change-control table (§6) present and unambiguous about what stays permanent.G5
G1 · Constitutional G2 · Compliance G3 · Brand voice G4 · Funnel weighting (Awareness) G5 · PR industry best-practice

8. Hand-off to Sprint 53

What Sprint 53 inherits. A complete media kit with five bios (each in three lengths), three general boilerplate variants + eight topic-specific from the press release template, a six-variant logo pack, a Y1-audited factsheet, an imagery pack that explicitly excludes beneficiary imagery, and an 8-request interview-routing table with SLAs. Change-control rules for what stays / changes / leaves.

What Sprint 53 opens. EOFY appeal + 5-touch email sequence (BL-02 re-run) · Palliative Care Week PR that uses this media kit with Boilerplate 5 (from press-release-template §3) and any of the five bios approved for palliative-care coverage.