Eighty advertising executives have been released from prison after spending the night in Yasmar Detention Centre in Sydney.
The inmates took part in UnLtd’s Adland Bail Out event to raise awareness and funds to break the cycle of youth incarceration.
To get released, each needed to raise $1,250.
The event on June 27 gave participants a chance to briefly experience what life is like for young people in the juvenile justice system.
The prisoners were lined up, interrogated and finger-printed before hearing emotional stories from young people with lived experience of incarceration and learning about better alternatives to prison.
The inmates then slept the night on the hard floors of the cells in the former detention centre.
The event raised more than $125,000 which will go towards UnLtd charity partners’ programs specifically designed to break the cycle of youth incarceration.
The five biggest fundraisers were Justin (Curly) Ladmore, Cathy O’Connor, Nick Bower, Yasmin (Yazzimoto) Sanders and Paul (Siggy) Sigaloff.
“What an emotional rollercoaster," said Yasmin Sanders, managing director of Samba TV.
"From the moment we entered the detention centre, it didn't take long before we felt institutionalised, after experiencing what it feels like to lose all control of your own life, be shouted at and made feel like you’re worth nothing.
"We only spent a night so I can only imagine the impact it would have on young people, some as young as 10 years old, spending years in these facilities. It was eye-opening to hear about the misconceptions around youth incarceration and uplifting to hear that there are better alternatives around that focus on prevention.”
The event also included some cameos from previous inmates who returned to the event as guards.
Mark Watt, co-founder of Whitelion, ruled the inmates as chief warden with Fiona Roberts, Paul Kent, Alexander Sandwith, Chris Freel and Ricky Chanana bossing the inmates around as guards.
The fundraising leaderboard is here
“As an inmate myself, it was an emotional and uncomfortable experience that exceeded all my expectations," said Stephen Hunt, CEO of UnLtd.
"The team and I are so grateful to everyone who braved the cold cells, listened generously to those with lived experience and helped raise much needed funds to keep kids out of jail.
"I’m confident that everyone who participated will have left the experience with a far deeper understanding of the issue and a desire to do more.
"There is a lot of work to be done to change the horrendous statistics around youth incarceration. Our industry has the potential to make a huge difference by changing perspectives and raising awareness about this important issue. That’s exactly what we plan to do from here.”
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