Australian Industry Unites for Record Bullying Awareness Push

Australia's advertising and media industry has orchestrated its biggest push yet against youth bullying, bringing together over 50 companies for this year's Do It For Dolly Day campaign. The result is unprecedented: $12 million in donated media inventory, $500,000+ in fundraising, and a unified call for young people to break the silence around an issue that silently affects one in four school children each year.

The campaign emerged from a partnership built over years. EssenceMediacom has been backing Dolly's Dream since 2020, but this year's effort, coordinated by UnLtd, represents a record-breaking expansion of that commitment. The creative execution, developed by The Open Arms agency, distils the campaign's message into something deceptively simple: speak up about bullying, even when your voice shakes.

"We wanted every kid in that situation to feel seen and supported," said Jess Lilley, co-founder and creative director at The Open Arms. "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 a powerful message that no kid should go through this alone."

The scale reflects where this campaign sits in the broader story of Dolly's Dream itself. The charity was created by Kate and Tick Everett following the devastating loss of their 14-year-old daughter, Dolly, who took her own life after prolonged bullying. Since then, the organisation has focused on addressing bullying's impact—the anxiety, depression and youth suicide it fuels—through education and direct support to young people and families.

This year, the industry's response has been extraordinary. EssenceMediacom's teams across Sydney, Melbourne and Brisbane haven't just coordinated the campaign; they've organised their own fundraising initiatives ranging from scavenger hunts and community BBQs to walkathons, dog selfies and blue face painting, in tribute to Dolly's favourite colour. The company alone has raised over $47,500.

Anthony Sciacca, head of marketplace in Sydney at EssenceMediacom, reflected on the year-on-year growth: "It's been incredible to see the growth from the industry in supporting nationally, particularly in regional Australia. Our media partners have unlocked the power of their audiences for Dolly's Dream across every touchpoint and channel."

The statistics underscore the urgency. One in seven young people who experience bullying won't tell anyone. That silence, the campaign insists, cannot continue. This coordinated push—the biggest the Australian advertising and media industry has coordinated to date—represents a recognition that the sector has both a platform and a responsibility to shift that conversation from isolation to solidarity.