FY21 UnLtd Impact Calendar

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FY21 Impact Calendar


The FY21 financial year was one of many challenges. Everybody has felt the impact. Not only did we feel it individually, it affected the ones we live with, the ones we have fun with, and the ones we love. It impacted our working life. with challenges felt across the industry, in the businesses we work in, and the people we work alongside. And it was felt dearly by our charity partners, as they had to ramp up support for their young people. Many of our charity partners were unable to hold in person fundraisers, their social enterprises were not able to operate, and they experienced funding reallocations due to health and bushfire recovery efforts. Lockdowns also meant that face to face access to young people was impacted. Despite these challenges, we observed as our charities’ programs evolved. Like all of us, they were trying new things. The virtual world literally opened the world up to them. It’s provided great opportunities for charities to scale and reach regional, remote and new communities. We saw innovation, bravery and agility in action. It was a year of coming together. Despite the odds, we witnessed record levels of

support offered by the advertising, media, and marketing industry to UnLtd and our charity partners. In return, we supported our industry wherever we could through our Mentally Healthy initiatives. There was a sense of collective responsibility. We launched our first ever Social Enterprise product, MOOD Tea, with the help of our industry. By October we had the chance to meet again in Sydney with the return of our much-loved events., The golf, soccer, sailing, and surfing were all huge successes and 2021 started with great promise. We also launched our inaugural Ambassador Program, and the Big Clash cricket united the industry across Sydney, Melbourne and Perth. In a challenging year there have been so many wonderful achievements. We hope you enjoy looking back on some of the highlights in this Impact Calendar. On behalf of UnLtd and our charity partners, thank you for a tremendous year. Your support has made an enormous impact. Rachel Troy COO Head of Social Impact Partnerships

Pyjama Day in Lockdown Each July, The Pyjama Foundation asks their supporters to get into their pyjamas for National Pyjama Day. Individuals and organisations rally behind the cause that encourages children in foster care to achieve their dreams. With lockdown ramping up, they couldn’t get workplaces to dress up in person, so had to translate and elevate the campaign in a virtual setting. With most of us living in Pyjama pants every day anyway, it wasn’t a stretch to ask people to wear their Pyjama top too!

Credits  Media Agency: OMD

Fundraising goals had been lowered to accommodate for the uncertainty of a COVID environment, however the campaign smashed the $200k target, raising a phenomenal $350k. This funding will enable The Pyjama Foundation to recruit, screen and train 350 new Pyjama Angels (adult mentors). These Pyjama Angels are then matched with a child in foster care. The Pyjama Angel will support them with learning, life skills and confidence via ongoing weekly visits.

Watch the thank you from the Founder Bronwyn Sheahan to media supporters

Marketing Team for the Be Centre IAG are the first brand marketing team to work end-to-end with UnLtd to bring a campaign to life pro-bono, from strategy through to creative execution.

The stunning illustration allowed Be Centre to easily communicate how they help children with adverse childhood experiences, through Play Therapy.

Be Centre didn’t have a brand strategy which made succinctly communicating play therapy a difficult task.

Anna Rallos, Marketing Innovation Lead at IAG said: "As marketers we have the power to change behaviour. How? By drawing attention to worthy causes. The Be Centre campaign harnessed the talents of our marketing team and agency partners to develop an impactful not for profit campaign.“

IAG immersed themselves in the Be Centre brand and learnt about Play Therapy, through visits to the centre in Warriewood, and spending time with Be Centre play therapists. Once IAG had finalised the brand strategy, they engaged their internal creative arm (IAG Collab), who enlisted the help of Sydney based Illustrator, designer, and author Beck Feiner to bring the campaign to life.

Credits • Marketing: IAG • Creative Agency: Collab • Illustrator: Beck Feiner @beckfeinercreations • Media Support: JCDecaux, Tonic Media Network, VMO

The campaign was supported with over $360k worth of inventory.

Indigenous Literacy Day Each year, on the first Wednesday of September, The Indigenous Literacy Foundation celebrates Indigenous Literacy Day. These, usually in person, nationwide events are a celebration of Indigenous culture, stories and language. With in person events not possible in 2020, the Indigenous Literacy Foundation had to reimagine the way they would execute Indigenous Literacy Day. The event transformed into a virtual celebration for the first time ever, which not only meant that the celebrations of language, culture and literature could continue in 2020,

Credits  Media Support : Tonic Health Media, Viacom CBS, WIN

but it also allowed for all Australians to join in on the live stream and celebrate Indigenous Literacy Day – wherever they were.

To date, the premiere event on YouTube, which included Jess Mauboy’s performance of My Island Home, has reached over 22,000 views. Generous donations by viewers on the day raised over $100k for The Indigenous Literacy Foundation.

Watch the Indigenous Literacy Day 2020 Celebrations

Website Takeover for Good Every night in Australia, around 44,000 young people have no home address. So, on World Homeless Day 2020, Whitelion partnered with some of Australia's biggest brands who gave up their website home address on October 10th (World Homelessness Day) to raise awareness and funds for those experiencing homelessness. This campaign was the first digital campaign Whitelion had ever run. In the past they’d relied on in person fundraising. Donations made in the 24 hour campaign window, were matched by Whitelion’s corporate partners. This simple widget ran in conjunction with a broader media campaign across digital, tv, radio, print and out of home.

Credits  Creative Agency: Ogilvy  Media Agency: Wavemaker  PR Agency: Hill+Knowlton Strategies  Research Partner: Kantar

The campaign raised over $230k for Whitelion, helping highly vulnerable at-risk youth, find shelter and employment with reach of over 4.5m in just 24hrs. The campaign has been awarded locally and globally and has to date been awarded; APAC Effies: 1 Gold, 1 Silver, 2 Bronze, 2 Finalists, Caples: 1 x Gold, 2 x Silver, 1 x Bronze, Cannes: 1 x Finalist, Best Ads: Best Interactive (Oct 2020). Adstars: 3 x Finalists (winners tba).: 1 x Finalist, Caples: 1 x Gold, 2 x Silver, 1 x Bronze, Best Ads: Best Interactive (Oct 2020), Australian Effies 1 x Silver, 2 x Bronze, Adstars: 3 x Finalists (winners TBA).

Watch the Campaign Case Study

Ignite Industry Kindness In a year of uncertainty, kindness was something that we all needed. We worked with our newest charity partner Kindness Factory to engage our industry with a simple ask: do #onesmallact of kindness. On World Kindness Day, November 13, we set out to share and celebrate acts of kindness. The target was set. Log 20,000 acts of kindness on a single day. The industry response was incredible. Over 50 organisations participated in the challenge. UnLtd worked with partners to secure radio and TV appearances for Kindness Factory’s founder, Kath Koschel, on the day, and a campaign in out of home and digital media was also secured.

Our industry helped to smash the target (and double it), with over 40,000 acts of kindness logged!

Thank you to all the 50 participating supporters – too many to mention! Thanks also to Nine, JCDecaux, Tonic Media Network, CarSales, Facebook & Yahoo for supporting the campaign with a collective $662,837 worth of exposure. “The entire team embraced their kind acts on World Kindness Day and got competitive and creative. It was so simple for everyone to do something good. Kindness is the best kind of contagious. What an easy, feel-good initiative! We'd love to support it again’ Jules Hall, CEO, The Hallway

Credits  Creative: JustEggs  Media Support: CarSales, Facebook, JC Decaux, Nine Network, Tonic Health Media, Yahoo!

Transforming Lives Through Music Musicians Making A Difference Day, or #MMAD Day on December 4 is a day dedicated to raising awareness about the incredible work of youth charity Musicians Making A Difference (MMAD) and enlisting the help of Australians to inspire more young people in need, through the power of music. The 2020 campaign asked people to post lyrics or a song that could give young people hope. The day aims to create a chain of music making a difference online, so that young people who may be experiencing adversity will feel a sense of community and find strength to rise above their personal challenges.

Credits  Creative Agencies: Joe Neathway, Just Eggs, Pedestrian, UMA  Media Agency: Kaimera  Social Impact Partners: Kaimera, Pedestrian, Yahoo!

On December 4 the MMAD single, “I'm On A Wave” featuring Zeek Power and created by the MMAD young people, was released.

MMAD enjoys amazing support through its industry partnerships notably from Yahoo, Pedestrian and Kaimera. A special thank you to them and to all media owners who participated in the campaign, with advertising and editorial coverage valued at over $1.35m

Watch the video of D-Minor on How Music Helps Us Survive Listen to the Music Saved Me podcast

The Everyday Hero Founder of BackTrack Youth Works and 2020 Australian Local Hero of the Year, Bernie Shakeshaft, is the epitome of an everyday hero. Bernie should have spent the year touring the country and sharing the BackTrack way but instead he was home bound in Armidale. Working with some young industry minds, the idea of a podcast was born, to enable Bernie to reach people all over Australia. Bernie became a broadcaster, and launched a podcast series, Everyday Heroes, to share the stories of ordinary people doing extraordinary things.

Each episode Bernie was joined by other everyday heroes as he worked to understand what does it means to be a hero? Bernie spoke to some of Australia’s most inspiring local heroes, including other Australian of the Year recipients, climate change warriors, youth workers, sporting legends, and social change activists. Bernie also spoke to social entrepreneurs Nic Marchesi and Lucas Patchett, founders of Orange Sky Laundry; Kate and Tick Everett founders of charity Dolly’s Dream, and the Attorney General and his wife.

Credits • Strategists– Max Learmont & Vince Usher • Creative Director / Copywriter – Bianka Krook • Art Director / Designer – Katelyn Testa • Producers – Vince Usher, Max Learmont, & Bianka Krook • Sound & Audio Engineer – Vince Usher • Director / Editor / Photographer / Videographer – Angus Bell Young • Media Support – QMS, Verizon, OOH, Spotify, SWM, WIN, ACM, Tonic Health, Facebook

Learn more about Bernie in his Australian Local Hero of the Year Interview

Listen to the Podcast

Things can Change in a Heartbeat When you find out you are going to be a parent, you’re filled with hopes and dreams for your child. When you find out they have a heart condition, you’re left with just one hope, that they’ll make it. This is the reality for the parents of the 1 in 100 Aussie kids diagnosed with CHD everyday. DDB developed this insight and brought to life the impactful "Things can change in a heartbeat" campaign for Australia’s only national charity to support and advocate for those impacted by childhood heart disease. Priya Patel, Managing Director at DDB: “It was a privilege to work with UnLtd and HeartKids on this emotive and powerful campaign and we’re very proud of its success.”

Credits  Creative Agency: DDB  Media Agency: Initiative  Research Partner: Kantar

The industry-backed campaign for Heartkids was supported by Initiative that activated more than 20 publishers to generously donated $3.5m+ in media support. Over $300,000 was raised in February which has supported 100 families this year with important one-on-one hospital and at-home support services.

Melissa Fein, CEO at Initiative Australia: “These results are a testament to the hard work all teams involved in this campaign have put in. We couldn’t be prouder to have been a part of this campaign for HeartKids, and played a small part in helping further their mission.”

Watch the TVC

Whitelion Three Peaks Challenge In March 2021 over 65 industry folk took to 3 of the tallest Peaks in their state to raise funds for Whitelion, a charity that gives at-risk young people the opportunity to thrive independently and break the cycle of disadvantage. If there was ever a time for stiff industry competition, Three Peaks was it. Melbourne and Sydney kicked off their pre-Three Peaks training months before taking to the mountains. Publisher and agency rivalry was left at the foot of the mountain, however state vs state competition for the title of most funds raised was fierce. First up was Victoria. They climbed Mt Feathertop, followed by Mt Hotham on day 1, and after the legs were feeling tested, they summitted Mt Bogong the following day. This hike was extremely steep, 1,986 metres above sea level to be exact.

With Melbourne celebrating making it through Three Peaks, NSW was up next. NSW was faced with gale forced winds, torrential rain and a blanket of fog that made for difficult hiking conditions. The team banded together to push each other through the tough conditions making it through the peaks of Mt Kosciuszko, Mt Lee and Mt Carruthers. Thank you to the industry for coming together to hike and raise funds and awareness for Whitelion. Between VIC and NSW, there was over $200k raised, with NSW just pipping Vic!. Top Fundraisers - $7,781 - NSW, Paul Sigaloff (Yahoo) - $7,700 – NSW, Kristian Kroon (Omnicom) - $7,580 – NSW, Adam Furness (Impact) - $7,513 – VIC, Ben Willee (Spinach) - $7,272 – VIC, Shaun Warry (Taska)

Leaderlife’s First Lime Harvest Leaderlife support young people doing it tough in Dubbo. Their programs help build life skills, grow confidence and nurture positive relationships. A great opportunity this year enabled Leaderlife to establish the social enterprise, Soil2Soul. The initiative develops young people’s work-readiness skills across agricultural, retail, customer service, and management with funds generated going back to fuel other Leaderlife programs. This season, the program’s lime farm in Narromine has turned four harvests. Nine Network’s direct funding allowed LeaderLife to pick and sell their lime harvest to Coles for the very first time.

Credits  Social Impact Partner – Nine Network

A note of gratitude from Founder of Leaderlife, Joh Leader. "To think that in 12 months our limes hit the shelves in Coles thanks to one important phone call made by Stepho, was such a huge moment for the LeaderLife kids and the sustainability of our ‘for impact’ social enterprise. I’m sure the day that 7 tonnes (that’s about 84 000!) handpicked limes were picked, packed, and trucked off to Coles was a day our kids realised that anything is possible if you work hard, dream big and surround yourself with amazing humans. Thank you for being part of the village raising great kids UnLtd and Nine”

Learn more about the Soil2Soul Project

A Stand Against Online Bullying In 2020 Dolly’s Dream launched an awareness campaign asking young people ‘Are Your Words Doing Damage?’ The campaign and its powerful film, coincided with Australia’s first lockdown and garnered a huge amount of media support across the industry.

Using the same emotive film, but amplifying through radio, print, digital, and out of home, the integrated campaign generated huge impact for Dolly’s Dream – $2.5million of media value helped to drive a 470% increase in web traffic, 4,682 media mentions and more than double the fundraising of 2020.

In 2021, with young Australians spending even more time online after successive lockdowns, the new campaign focused on educating parents to recognise the ‘7 warning signs that your teen is being bullied online’, and to empower them with resources to help.

Importantly for the charity, partnerships with ACM and SCA also ensured maximum awareness in regional and rural Australia and $250k raised to fund critical community and school programs.

Credits  Creative Agencies: Sonia McLaverty, The OTTO Empire, The Open Arms  Media Agency: Performics Mercerbell  PR Agency: Cox Inall Change

Watch the story of the film Listen to the radio ad

Youth Off The Streets Celebrate 30 years 2021 marks 30 years of Youth off the Streets supporting and empowering young people. Since being founded by Father Chris Riley in 1991, they have grown from a single food van delivering meals to homeless youth in Kings Cross, to now delivering a range of wraparound support for young people. This includes homelessness and housing services, independent high schools, alcohol and other drugs counselling, youth justice support, life skills programs, cultural support and community outreach, among other services.

Credits  Creative Agencies: 500 Digital, Just Eggs  Media Agency: The Media Store  Media Support: QMS, Tonic Health, Viacom CBS, Win  Research Partner: Toluna Corporate

As one of UnLtd’s founding charity partners we applaud their strengths-based strategies that transform the lives of young people in need. “If you save one child, you save the world. That’s my focus. One kid at a time. And if they put on my tombstone that I saved one kid, then that would be more than enough for me.”

Father Chris Reilly, Founder

Watch the TVC



opportunities provided to young people at risk.


hours of skilled volunteering provided.


hours of unskilled volunteering provided.




in social impact value generated by our industry.

charities around Australia supported.

From everyone at UnLtd, a huge thank you to all who have supported us this year. Whether you’ve attended events, donated, helped us spread our message, or volunteered your skills for good – from the bottom of our hearts – THANK YOU for being part of our movement and making the world a better place for young people at risk. If you are interested in becoming a Social Impact Partner or being more involved with UnLtd and/or our charity partners, please contact rachel@unltd.org.au

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