UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion

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UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion

100 senior adland leaders have spent the night behind bars as part of the Adland Bail Out event, raising over $165,000 for UnLtd’s charity partner Whitelion.

 

On Friday 10 May, brave industry leaders from creative, media owner, tech and media agency sides swapped their Egyptian cotton sheets and fluffy pillows for the cold hard floors of the cells of Yasmar Facility, a former Juvenile Detention Centre in Haberfield, to experience what life really is like for many young people at risk.

The ‘inmates’ were lined-up, interrogated and finger printed before handing over their possessions, putting on their prison overalls and being locked to their cells. After some prison grub and plenty of push-ups, the inmates took part in a series of emotional and thought-provoking workshops designed to showcase the realities and difficult choices many young people at risk face daily.

Says Claire Salvetti, CEO, One Green Bean: “The Adland Bail Out experience was thought-provoking, confronting and transformative. By putting myself briefly in the shoes of a young person in detention, I experienced a profound sense of loss of autonomy, competence and connectedness to society. I was astonished at the dramatic change in my sense of well-being. If I, a self-assured adult, had this reaction to temporary incarceration, then the impact of long-lasting damage to children who spend years in this system is unthinkable. The experience gave me deep gratitude for the amazing people, like those at UnLtd and Whitelion, who work tirelessly to help these children find a new path.”

Each participant was required to raise a minimum $1,000 as their ‘bail’ to be released the next morning. So far, the industry has already raised over $165,000 with the Melbourne event still due on the 24 May. For Sydney, the biggest fundraisers earning the coveted ‘King Pin’ status were: Paul Sigaloff from Verizon Media, Kristiaan Kroon from OMG and Virginia Hyland from Hyland.

The event also saw the reveal of the first-ever industry-wide campaign for Whitelion, created pro-bono by Ogilvy. Through UnLtd’s corporate partners, 30 companies have pledged their support for the campaign with over $1.5 million of media inventory already committed. This will be the first time UnLtd has brought all major media owners and competing networks together to support a cause with a major national campaign.

Says Chris Freel, CEO, UnLtd: “For over ten years, UnLtd has been bringing the media, marketing and creative industry together to do good. This campaign is the culmination of that work and a perfect example of our power to make a positive difference as an industry. Not only has the Adland Bail Out event brought the industry together and raised some serious cash, it’s shown the wider impact we can have when we work together. A massive thank you to Ogilvy for creating such a powerful campaign, to Wavemaker for managing the media and for every company who has pledged their support.”

The campaign called ‘Invest in Me’, is designed to raise awareness and funds for Whitelion but also to change the perception of young people at risk.

Says Luke Hawkins, creative director, Ogilvy: “What many Australians aren’t aware of are the strengths and resilience at-risk youth possess. The fact that despite everything they’ve been through, they’re still here, standing tall and striving to be better versions of themselves every day is quite incredible. And out of these strengths come some really powerful, positive stories. Stories that would not only compel Australians to give to Whitelion, but also give us the ability to stand out in the charity crowd by completely reframing what a donation to Whitelion means. “Invest in Me” will show that when you give to Whitelion it’s much more than just a donation, it’s an investment in the life of a young person at risk.”

The campaign will launch on 16 June across TV, print, radio, outdoor, cinema and digital. Companies already committed to supporting include: ARN, AdNews, B&T, Domain, Drive Network, Facebook, JCDecaux, MCN, Network 10, News Corp, Nine, Nine Australian Community Media, oOh! Media, Pedestrian, PlayersVoice, Quantcast, REA, Seven West Media, The Guardian, The Trade Desk, Tonic Health Media, Tribe, Twitter, Val Morgan, Verizon, Wavemaker and WOM Network. UnLtd encourages any media owners keen to be involved and make a difference to contact katie@unltd.org.au and become part of the movement.

Bail Out is an annual event for Whitelion, providing a unique opportunity to step into the shoes of a young person that has been disconnected from our community due to abuse and neglect, drug addiction and poverty. Whitelion is a charity that connects at risk young people with the community to educate them to make positive and often life changing choices through practical and effective support such as mentoring programs, education and employment.

Says Hang Vo, CEO, Whitelion: “We are overwhelmed by the support from the media, marketing and creative industry. We are grateful to partner with an industry that is using its collective reach to raise funds and change hearts and minds – to dispel myths about ‘at risk’ young people and shine a light on their resilience, strength and courage. As an ‘inmate’ sharing a cell with other ‘inmates’, I was inspired and buoyed by everyone’s commitment and determination to make a difference. Funds raised will give young people a chance to turn their lives around – to develop the skills and confidence to contribute to the economy and connect with community. We believe work and a sense of belonging will transform lives.”

The Sydney inmates of 2019 were:

Creative Gang:
Akim Azzi, Suncorp
Alex Lowes, Tourism Australia
Alex Hayes, Clear Hayes
Ally Burnie, B&T
Andy Wright, Streamtime
Carol Morris, Suncorp
Claire Salvetti, One Green Bean
Clive Prosser, Advertising Week APAC
Damien Pashby, Ogilvy
Joshua McDonnell, AdNews
Karen Halligan, KPMG
Kati Gapaillard, Talent RISE
Luke Hawkins, Ogilvy
Maureen Brooks, ILF
Michelle Holland, Ogilvy
Paul Everson, JWT
Priya Patel, DDB Sydney
Rob Pyne, Realizer
Sally Kissane, Ogilvy
Shani Langi, Usual Suspects
Sharice Bellantonio, Usual Suspects
Simon Goff, Purpose
Sudeep Gohil, KPMG
Tony Hale, Communications Council
Vivienne Kelly, Mumbrella

Media Agency Gang:
Brendon McKeon, Group M
Bronte Mikel, MKTG
Gavin Gibson, OMD
Greg Graham, Sparrow
Erin Hunter, MKTG
Jonny Cordony, Zenith
Kim Hamilton, OMD
Kristiaan Kroon, OMG
Lizzie McManus, MKTG
Luke Hutchinson, Hearts & Science
Martin Mansell, MKTG
Peter Vogel, Wavemaker
Philippa Noilea-Tani, Wavemaker
Ryan Hedditch, Posterscope
Simon Williams, Carat
Stephanie Douglas-Neal, PHD
Venessa Hunt, Group M
Virginia Hyland, Hyland Media
Wendy Gower, Hearts & Science

Tech Gang:
Adrian Vallelonga, Google
Angus Keene, Twitter
Brent Banning, Salesforce
Carolyn Bollaci, Facebook
David Coffey, Quantcast
Gemma Labadini, Salesforce
Natalie Hodges, Domain
Paul Kent, Sizmek
Paul McCrory, Facebook
Paul Sigaloff, Verizon Media
Peter Barry, Pubmatic
Ricky Chanana, Unruly
Ros Tregurtha, Domain
Ruth Cosgrave, Quantcast
Sammy Major, Tribe
Stephanie Famolaro, The Trade Desk
Tom Weaving, The Trade Desk

Media Owner Gang:
Andrew Brain, Pacific Magazines
Angus Leech, ARN
Anthony Bartram, ARN
Christian Williams, Network 10
Dan Stinton, Guardian
Daniella Serhan, MCN
Grant Madigan, Network 10
Guy Burbidge, Val Morgan
Hannah Pritchard, oOh! Media
James Bayes, Seven West Media
Josh Slighting, Network 10
Kerry McCabe, PlayersVoice
Max Eburne, JCDecaux
Neil Robinson, News Corp
Nicole Bence, Pacific Magazines
Paul Blackburn, News Corp
Paul Butler, VMO
Paul Brooks, Nine
Rachel Tikey, Pedestrian
James McManus, Pedestrian
Scott Corcoran, Nine Regional Media
Sev Celik, Tonic Health Media

Melbourne inmates (24 May 2019):
Ally Henthonr, oOh! Media
Belinda Finch, Domain
Bianca Wallis, Publicis
Bree Laing, MKTG
Brooke McGregor, Quantcast
Darren Morton, Quantcast
Gavin MacMillan, Ogilvy
Jane Bowman, Marketing Mag
Jason Pellegrino, Domain
Jessica Armstrong, Starcom
Jessica Christkakis, oOh! Media
Joseph Lyons, REA
Josh Loh, Marketing Mag
Kate Purcell, Tonic Health Media
Kenny Stewart, OMD
Luke Smith, Seven West Media
Luke Burr, Verizon Media
Mel Green, Facebook
Michael Emmerson, Posterscope
Mikhaila Mossuto, MKTG
Ollie Ward, Digitas
Paul Bates, REA
Rachel Page, Verizon Media
Sarah James, Initiative
Stuart Jaffray, Starcom
Tony Blamey, Domain

UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion UnLtd Adland Bail Out raises $165,000; launches first-ever industry-wide campaign for Whitelion