Last Friday night, 100 senior adlanders spent the night in gaol as part of the Adland Bail Out, raising $165,000 for UnLtd’s charity partner Whitelion in the process.
In order to be released from prison, everyone involved had to raise at least $1,000 “bail”.
Taking part in the event on behalf of B&T, there were plenty of times I laughed as I told my shocked friends and family I was going to gaol, before adding it was for charity.
Everyone said what I and my fellow adlanders were doing was amazing. They said I was courageous. They said I was braver than them because they could never spend a night locked up.
After spending a night in the now decommissioned Yasmar Detention Centre, and only getting a small – and rather theatrical – taste of what kids in juvenile detention experience, I have to admit: I was wrong for joking about going to gaol, because for the kids who end up in juvie, it’s not a joke. I’m not amazing for spending one short night behind bars. I’m not courageous and I’m not brave.
The really brave ones? The kids who often don’t have a choice about whether or not they go to gaol. The kids who, through no fault of their own, are part of a vicious cycle that for many is impossible to break. A cycle of abuse, drug addiction and poverty.
While I am proud to be a part of an industry that has so far raised $165K, the hard work is not done. The hard work starts now. The hard work is taking what we learned from our night behind bars and putting it into action to help Aussie youth at risk turn their lives around.
So, what was our night in gaol really like?
Standing out in the cold, we were told to drop our bags and line up. Volunteer actors posed as very believable guards as we were interrogated, finger-printed, told to hand over all of our possessions, forced into prison overalls and locked in our cells.
After a rather gourmet feed, the inmates took part in a series of eye-opening and thought-provoking workshops which highlighted the realities and difficult choices many young people at risk face daily.
Listening to a former pro bono lawyer speak so candidly about the reality of what disadvantaged youth experience, along with former prisoners who have turned their lives around, many of us held back tears as the truth sank in: disadvantaged Australian kids often don’t have a choice whether they end up in gaol. They are part of something much bigger than themselves. Part of a broken system. Part of a vicious cycle. It’s not their fault.
And that’s where Whitelion comes in. 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.
That is why the $165K Sydney adlanders raised (with the Melbourne Bail Out happening next week) is so monumental; it’s going to change lives.
Whitelion CEO Hang Vo said: “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 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.
UnLtd CEO Chris Freel said: “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.
Ogilvy creative director Luke Hawkins said: “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.
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.
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
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
