This first appeared in the AdNews Annual 2020. Subscribe here to make sure you get your copy.
The industry’s social purpose organisation, UnLtd, has had a record year despite COVID-19, its restrictions and impact on the economy.
More than 200 organisations and 8120 individuals have supported UnLtd, together generating more than $31.2 million in social impact.
“It’s been a rubbish year for many, but it is proof that when things get tough, our industry gets stronger,” says CEO Chris Freel.
The year started well with the launch of UnLtd’s Perth operation. “We celebrated with 500 of our supporters at Big Dream, brought the industry together to climb mountains and to bat and kick goals for good, and were getting ready for our sailing event in March,” he says.
And then COVID-19 happened. First thoughts were with UnLtd’s charity partners who are reliant on annual fundraising events to raise money. “We all felt the pain and discomfort of the lockdowns, but imagine having to isolate when you don’t have a home, or you do but it’s not safe.” says Rachel Troy, COO at UnLtd.
For the industry, UnLtd launched a weekly Backyard Trivia, a Good News EDM, and industry wide #COLIV-19 and #GotchaMelbourne campaigns to keep the industry connected, and shared some silliness through its #AdsAtHome campaign.
UnLtd also continued to lead the efforts of the volunteer-based Mentally Healthy Change Group to smash the stigma around mental health at a time when mental health was top of mind for everyone.
“What was amazing to see during the pandemic was how many people reached out to us saying, ‘How can I help?’” says Freel. “We saw enquiries and offers to help increase by more than 50%.”
Paul Sigaloff, managing director of Verizon Media ANZ: “I wouldn’t call our relationship with UnLtd and Musicians Making a Difference (MMAD) a partnership because it goes so much deeper than that. MMAD and UnLtd have really become a part of our business.
“During the COVID-19 period alone we launched a company-wide stepathon challenge which raised over $10,000 to help sustain MMAD’s online outreach programs and have spent 70 hours volunteering to help develop strategy and creative messaging for the organisation.
Many media organisations and agencies also donated inventory to important causes.
In May, 35 companies got together to take a stand against bullying by supporting Dolly’s Dream campaign promoting kindness. The campaign value was more than $8 million and resulted in almost 50% increase in donations for Dolly’s Dream.
Sara Lappage, CMO at QMS: “At a time when everyone could use a bit of kindness, there was no question of providing support for this important campaign. Being able to use our platform to help spread the message of kindness and to raise funds for the important work Dolly’s Dream does against bullying was hugely rewarding.”
UnLtd also launched a virtual volunteering program called Good Deeds, consisting of bite-sized marketing projects for charity partners.
Renae Joseph from Initiative: “When COVID-19 hit, I had a real desire to help, to do something good for others. The opportunity to participate in Good Deeds came about at the perfect time and I was happy to do my small bit to make a difference for the incredible charities UnLtd supports — all from the ‘new normal’ at home.”
Max Learmont, one of UnLtd’s long-term volunteers and an industry rising star, used his time to help heroes get heard. Learmont, together with Vince Usher, Bianka Krook, Angus Bell Young and Katelyn Testa, presented an idea to BackTrack to create a podcast series, hosted by BackTrack Founder Bernie Shakeshaft, to interview Australian Everyday Heroes. Ten days later, the podcast was recorded, promotional campaign created and donated media inventory secured. Since its launch in May, the podcast has released 20 episodes and already has 10,000 listens.
UnLtd has an ambitious goal: to generate $100 million in social impact by the end of 2021. In the first quarter of 2021, this target will be exceeded. What’s next?
Kerry McCabe, founder of UnLtd: “2021 will see our industry, via UnLtd, take social impact to the next level. A major project is the launch of our first social enterprise and FMCG brand to generate funds to improve youth mental health. This is the first time partners across the industry have got together to create consumer products purely for purpose.
“We are also looking at how we can further grow our impact internationally with some exciting plans to be announced.”
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