Record Dolly's Dream campaign tackles youth bullying

What began as one family's response to tragedy has evolved into Australia's largest coordinated industry campaign against youth bullying. This year's Do It For Dolly Day has reached a new benchmark: over 50 companies, $12 million in donated media inventory, and more than half a million dollars raised for Dolly's Dream—a milestone that reflects how far a single message of support can travel.

Dolly's Dream was born from loss. Kate and Tick Everett created the charity after their 14-year-old daughter, Dolly, died by suicide following prolonged bullying at school. Rather than isolating in grief, the Everetts channelled their pain into action—building an organisation focused on education, direct support to young people and families, and systemic change around how Australia addresses bullying, anxiety and youth depression.

The campaign's growth has been steady but undeniable. Since 2020, EssenceMediacom has been a consistent partner, advocating for Dolly's Dream within the media and advertising sector. But this year marked acceleration. UnLtd and EssenceMediacom coordinated a push that brought in the largest media commitment ever: $12 million in inventory from partners across Australia's advertising industry.

"When kids feel unable to speak up about bullying, the impacts can be devastating," said Jess Lilley, creative director of The Open Arms, the agency behind this year's creative work. "We wanted every kid in this situation to feel seen and supported. 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 the powerful message that no kid should go through this alone."

The numbers tell the story. One in four school children are bullied each year. One in seven never tell anyone. Silence amplifies harm. The campaign's core message—speaking up about bullying, even if your voice shakes—speaks directly to that gap.

Beyond the headline media figures, grassroots energy has kept pace. EssenceMediacom teams across Sydney, Melbourne and Brisbane organised fundraisers ranging from walkathons and BBQs to dog selfies and blue face painting in Dolly's favourite colour. These ground-level efforts raised over $47,500—proof that the cause resonates beyond corporate checkboxes.

The trajectory from a single charity to an industry-wide movement illustrates something about how Australia responds to calls for change. What started as one family's determination to prevent other children from experiencing what Dolly endured has become a benchmark: $500,000 and counting, heading into a new financial year, with momentum that shows no sign of slowing.