UnLtd and EssenceMediacom unite the industry for the Do It For Dolly Day campaign

UnLtd and EssenceMediacom have brought over 50 companies across the industry together to break the silence around bullying with another nationwide Do It For Dolly Day campaign for Dolly’s Dream, a charity committed to changing the culture of bullying.

The campaign has been supported by over $12 million worth of media inventory and so far has raised over $500,000 and counting for Dolly’s Dream.

Dolly’s Dream was created by Kate and Tick Everett following the shattering loss of their 14-year-old daughter, Dolly, who took her own life, after ongoing bullying. Dolly’s Dream is focused on changing the culture of bullying by addressing the impact of bullying, anxiety, depression and youth suicide, through education and direct support to young people and families. 

The new creative campaign, created by advertising agency, The Open Arms, highlights the importance of speaking up about bullying, even if your voice shakes. Each year, one in four school children get bullied. One in seven won’t tell anyone.

Jess Lilley, The Open Arms co-founder and creative director, said: "When kids feel unable to speak up about bullying the impacts can be devastating. We wanted every kid in this situation to feel seen and supported. And we wanted the community to see they have a role in providing that support.   "We also felt a responsibility to Dolly’s legacy and the tireless work Kate and Tick do. When they deliver Dolly’s words, it represents the powerful message that no kid should go through this alone."

EssenceMediacom fundraising

The EssenceMediacom team have been supporting Dolly’s Dream since 2020 through campaign support and fundraising. This year, the team has broken records by securing over $12 million worth of media inventory to support the campaign, the biggest campaign ever coordinated by UnLtd.

Anthony Sciacca, head of marketplace, Sydney at EssenceMediacom, said: "EssenceMediacom is proud to be breaking through the silence around bullying with Dolly’s Dream. We thank our media partners for unlocking the power of their audiences for Dolly’s Dream across every touch point & channel. It’s been incredible to see the growth year on year from the industry in supporting nationally, particularly in regional Australia."

In addition to the campaign support, the EssenceMediacom teams across Sydney, Melbourne and Brisbane have organised various fundraisers ranging from scavenger hunts, BBQs and walkathons to dog selfies and blue face painting (Dolly’s favourite colour). Together, the EssenceMediacom team has raised over $47,500 so far for Dolly’s Dream.

Credits:

Creative: The Open Arms Strategy Director: Amy Hollier Creative Director/ Writer: Jess Lilley Business Director: Lauren Chibert Art Director: Jim Walsh Graphic Design: Madeleine Pattison, Thalia Economo

Commoner Films: Senior Producer: Raylene O’Hare Director: Maddelin McKenna DOP: Joey Knox Editor: Mark Welker Colourist: Ted Deacey Stills Photography: Jane Zhang Casting: Highway Casting Original Music Composition: Tristan Dewey Sound Design: Bang Bang Studios

Media: EssenceMediacom Katherine Pochroj, Marketplace Group Director Sophie Price, Chief Strategy Officer  Nick Thomas, Chief Investment Officer Anthony Sciacca, Head of Marketplace Sydney Rachel Andrada, Strategy Associate Director  Kobi Wheeler, Marketplace Associate Director Chancy Chen Marketplace Digital Manager  Jorge Barbosa, Performance Manager Kate Stafford, Communication Associate Manager Sally Keating, Marketplace Associate Manager  Jaz Dawson, Marketplace Associate Manager  Santiago Aristizabal, Performance Executive Bianca Papadopoulos, Investment Executive Eliza O'Shea, Marketplace Coordinator Amrutha Balram, Marketplace Coordinator Karina Elliott, Marketplace Coordinator 

Client: Dolly’s Dream Michael Watkins – Dolly’s Dream Marketing Manager  Sally Sweeney – Dolly’s Dream Head of Partnerships  Simone Redman-Jones – PR and Media Manager Sharon Hill – Head of Brand (Alannah Madeline Foundation)

Social Impact Partner: UnLtd Louise Pay, Account Director