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July, 2024

Over $13 million in pro-bono media drives successful anti-bullying campaign for Dolly’s Dream

EssenceMediacom, The Open Arms and UnLtd have helped to raise more than a million dollars in donations for Dolly’s Dream in this years Do It For Dolly Day campaign.

The campaign encouraged Australians to go blue on Do It For Dolly Day on Friday 10th May, with the aim of raising awareness and funds to combat bullying. The funds raised this year topped last year’s effort by 54%, totaling $1,186,494 in donations.

Dolly’s Dream was established by Kate and Tick Everett after their 14-year-old daughter, Dolly, committed suicide due to ongoing bullying. The organisation aims to change the culture of bullying and address the impact of bullying, anxiety, depression and youth suicide through education and direct support.

EssenceMediacom handled media for the campaign, with support from 41 partners who pooled $13,592,221 worth of pro bono media inventory across all channels. The EssenceMediacom team also participated in the campaign by going blue and organising office fundraisers in Sydney, Melbourne and Brisbane, raising over $52k.

The campaign’s creative, by The Open Arms, encouraged Australians to go blue in creative ways and to make blue a symbol for the power of community to minimise the harm, impact and incidence of bullying.

Communications Manager at Dolly’s Dream, Michael Watkins, said: “We are so grateful for the continuous support from EssenceMediacom, The Open Arms, UnLtd and the wider media industry to help create a kinder world, free of bullying. It was incredible to see Australians go blue in such creative ways and at all corners of the country in memory of Dolly and to make a stand against bullying. Thank you to everyone who supported the campaign!”

Co-Founder of The Open Arms, Amy Hollier, said: “You realise how powerful the Dolly’s Dream message is when you physically travel the country to hear the stories of its very diverse kindness community. We waded in the Murray with an ultramarathon farmer and gas-bagged with grannies who trek the Simpson Desert, all to discover their deeply personal reasons for going blue. And we captured their story in a way that would spark support in someone 1000km away, thanks hugely to the mighty media impact brought by EssenceMediacom, and the partnership of UnLtd. We are proud and privileged to partner with Dolly’s Dream, for the 5th year running in this vital work.”

Group Marketplace Director at EssenceMediacom, Katherine Pochroj, said: “Our partnership with Dolly’s Dream is one of a kind. Seeing the incredible results from our third campaign together is humbling and demonstrates the impact the breakthrough work we are doing together delivers. The results this year are a testament to the hard work the incredible team at EssenceMediacom, Dolly’s Dream, The Open Arms and UnLtd are doing to change the lives of young Aussies and their families. We can’t thank our media partners enough for their support of Dolly’s Dream as these results simply wouldn’t be possible without them.”

Account Director at UnLtd, Emily Long, said: “We are so happy to see the Do It For Dolly Day campaign go from strength to strength each year thanks to the incredible support of EssenceMediacom, The Open Arms and our industry partners. These vital funds will allow Dolly’s Dream to continue providing life-changing resources for young people and their parents to combat bullying.”