Industry donates almost $3m of inventory to ‘Do it for Dolly Day’ anti-bullying campaign
NOTE: This post mentions bullying and suicide.
If you or someone you care about needs urgent support, please contact:
Lifeline 13 11 14
Suicide Call Back Service 1300 659 467
MensLine Australia 1300 78 99 78
Beyond Blue 1300 22 4636
Media companies have donated almost $3m in inventory to support an anti-bullying campaign co-ordinated by social purpose organisation UnLtd ahead of ‘Do it for Dolly Day’ this Friday, 8 May.
The national multimedia campaign is from anti-bullying organisation Dolly’s Dream, set up by Kate and Tick Everett in 2018 after their 14-year-old daughter Dolly took her own life after being subject to repeated bullying and cyber-bullying.
Dolly at eight-years-old
The story of Dolly went viral, accompanied by a photo of her at eight-years-old wearing an Akubra, and led to last year’s inaugural ‘Do it for Dolly Day’.
Although COVID-19 has made this year’s ‘Do it for Dolly Day’ different, the message of kindness is still front and centre, and disseminated thanks to support from Seven, Nine, Network Ten, SBS, Foxtel Media, WIN, Southern Cross Austereo, Australian Radio Network, Nova, ACE Radio, QMS Media, Ooh Media, JC Decaux, Shopper Media, Val Morgan Outdoor, Australian Community Media, Bauer Media Group, Pacific Magazines, Verizon Media, The Guardian and REA.
Dolly took her own life after sustained bullying
While $3m in inventory has already been committed, UnLtd expects the final figure to be much higher.
“The response from the media owners has been so generous, it’s a message that has clearly resonated with so many,” said UnLtd chief operating officer Rachel Troy.
“We’ve had media owners asking to run the campaign even past the campaign period as they feel it’s such an important message and something so many can relate to. We all know kids who could be Dolly, we all live in fear of it.”
The TVC, ‘Are your words doing damage?’ was originally written by 15-year-old Melbourne student Charlotte McLaverty, and was produced pro bono by Cox Inall Change.
“We’re very grateful for this support. It’s heartening to know so many people and organisations are behind us,” added head of Dolly’s Dream, Brad Langoulant.
“Together, we hope the day will not only honour Dolly’s memory, but make sure those important conversations continue around bullying and online safety, and how kindness and compassion can change the outcome of a day.
“We can’t ask people to celebrate together in the traditional sense but we’re asking everyone to help us remember Dolly this year by dressing and decorating in blue [Dolly’s favourite colour] and sharing your photos with us with the hashtag #DoItForDollyDay.
“The message is simple – be kind – and it has never been more important. In a world where everything seems to have ground to a halt, let’s keep this message moving forward by paying kindness forward.”
If you or someone you care about needs urgent support, please contact:
Lifeline 13 11 14
Suicide Call Back Service 1300 659 467
MensLine Australia 1300 78 99 78
Beyond Blue 1300 22 4636
Linkedin