Industry Unites to Break Silence on Bullying, Raises $500K

More than 50 companies across Australia's media and advertising sectors rallied behind a nationwide campaign to break the silence on bullying, securing over $12 million in media inventory and raising more than $500,000 for Dolly's Dream in the process.

The scale of the coordinated effort reflects the magnitude of the problem: one in four Australian school children experience bullying each year. Yet one in seven never tell anyone. That silence, the campaign argues, can prove devastating.

Dolly's Dream was founded by Kate and Tick Everett following an unfathomable loss. Their 14-year-old daughter, Dolly, took her own life after enduring sustained bullying. The charity now works to transform bullying culture through education and direct support, addressing bullying's cascading effects on anxiety, depression, and youth mental health.

This year's Do It For Dolly Day campaign, created by advertising agency The Open Arms, centres on a single, powerful message: speaking up about bullying matters, even when your voice shakes. It is designed to reach the young people feeling most isolated and to mobilise communities to respond with support rather than silence.

The numbers tell a story of unprecedented industry alignment. UnLtd and EssenceMediacom brought media partners to the table across every channel. The $12 million in secured media inventory marks the biggest campaign UnLtd has ever coordinated. EssenceMediacom, which has backed Dolly's Dream since 2020, expanded its commitment this year, extending the reach nationally with particular emphasis on regional areas—where bullying often occurs in isolation.

"We wanted every kid in this situation to feel seen and supported," said Jess Lilley, creative director at The Open Arms. "And 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."

Beyond the broadcast and digital reach, the campaign mobilised staff across EssenceMediacom's Sydney, Melbourne, and Brisbane offices. They organised grassroots fundraisers—scavenger hunts, barbecues, walkathons, dog selfies, and blue face painting in Dolly's favourite colour. Together, EssenceMediacom staff raised over $47,500, demonstrating that systemic change often begins with personal commitment.

Anthony Sciacca, head of marketplace at EssenceMediacom Sydney, highlighted the growing support. "It's been incredible to see the growth year on year from the industry in supporting nationally, particularly in regional Australia," he said.

For young people struggling in silence, the campaign's core message cuts through the noise: you are not alone, and your community is listening. That shift from whispered shame to open conversation is what Dolly's parents have spent years building. This week's coordinated effort amplifies it to a national scale.

The $500,000 raised so far is a beginning. The true measure of success will be in changed conversations, fewer young people suffering alone, and a culture where speaking up becomes the norm rather than the exception.