Industry rallies behind anti-bullying campaign with record $12M media push

A nationwide campaign supported by more than 50 companies across advertising, media and business has brought unprecedented resources to address youth bullying, with the advertising and media industries backing Dolly's Dream through record-breaking donations and media reach.

The campaign has secured over $12 million in media inventory, the largest coordinated effort ever organised by UnLtd, and has raised more than $500,000 for the charity. The figures underscore the scale of industry commitment to breaking what campaigners describe as a culture of silence around bullying in Australian schools.

UnLtd and EssenceMediacom coordinated the campaign, which returns for another year following success since 2020. The push comes as research shows one in four school children experience bullying annually, yet one in seven will not tell anyone about it—a gap that Dolly's Dream and its supporters are seeking to close.

"When kids feel unable to speak up about bullying, the impacts can be devastating," said Jess Lilley, creative director at The Open Arms, the agency behind the campaign's messaging. "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."

Dolly's Dream was founded by Kate and Tick Everett following the loss of their 14-year-old daughter, Dolly, who died by suicide after enduring ongoing bullying. The charity focuses on changing bullying culture through education and direct support to young people and families, addressing the intersection of bullying, anxiety, depression and youth suicide.

The creative campaign emphasises the power of speaking up, even when uncertain. "Dolly's words carry a powerful message that no child should go through this alone," Lilley said, reflecting the charity founders' commitment to keeping their daughter's story central to the work.

The scale of industry participation—with over 50 companies contributing—reflects growing recognition of bullying as a systemic challenge requiring coordinated action. EssenceMediacom's teams across Sydney, Melbourne and Brisbane have independently organised fundraisers spanning scavenger hunts, walkathons and other community events, raising over $47,500 as their contribution.

Anthony Sciacca, head of marketplace at EssenceMediacom, highlighted regional engagement as significant. "It's been incredible to see the growth year on year from the industry in supporting nationally, particularly in regional Australia," he said. "We thank our media partners for unlocking the power of their audiences across every touchpoint and channel."

The campaign's scale suggests shifting momentum in how Australian business addresses youth mental health and social wellbeing. With $12 million in media value—historically reserved for commercial campaigns—dedicated to an anti-bullying initiative, the effort signals both the financial capacity and priority major companies are now placing on youth mental health support.