EssenceMediacom - Dollys Dream
EssenceMediacom has delivered the largest single pro-bono media campaign in UnLtd’s history, securing more than $15 million in donated media to support anti-bullying efforts in partnership with Dolly’s Dream.
The 2025 campaign involved 43 media partners, up from 41 in 2024 and reached an estimated 94.7% of the Australian population.
Media value rose by $2 million year-on-year, setting a new benchmark for the charity-backed campaign.
More than $1.9 million was raised for Dolly’s Dream, 36% above target and downloads of its digital resources for parents exceeded projections.
The initiative is now in its fifth year.
“This campaign is so close to my heart, as it exemplifies the power of partnership and purpose-driven work,” CEO at EssenceMediacom, Pippa Berlocher said.
“The results speak not only to the generosity of our media partners, but also to the commitment and talent of our team, who delivered exceptional outcomes for this important cause.
“Support for Dolly’s Dream and our ‘Do it for Dolly Day’ initiative have become a huge part of our agency culture and we are honoured to play a role in helping their mission to create safer, more supportive communities for young people.”
Philippa Moig, CEO at UnLtd, said the work showed what’s possible when agencies and charities commit long-term.
“The scale and impact of this campaign demonstrates what’s possible when a media agency and a charity unite for good,” Moig said.
“The result is a true testament to how deeply this partnership is embedded within the organisation, and to the long-term commitment to the cause across all levels.
“It’s been such a joy seeing how every EssenceMediacom employee is so evidently and passionately invested in the Dolly’s Dream partnership.”
Sally Sweeney, head of Dolly’s Dream, said the generosity and dedication shown by EssenceMediacom, UnLtd and their media partners has been overwhelming.
“The funds raised and resources shared will make a real difference to young people and families across Australia,” Sweeney said.
“Thank you to everyone who made this possible.”
The campaign included national media strategy, in-person briefings, plan development and execution and ongoing partner management.
EssenceMediacom led the delivery, aligning the project with its broader focus on purpose-driven marketing.
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