"We wanted every kid in this situation to feel seen and supported. We wanted the community to see they have a role in providing support."
UnLtd and EssenceMediacom have brought more than 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 of media inventory and so far has raised more than $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.
The Open Arms co-founder and creative director, Jess Lilley, 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," said Lilley.
"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."
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 $12m 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," said Sciacca.
As well as 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
