PROJECT ROCKIT has launched ‘Give a Buck About Bullying’, its first national fundraising campaign and a major milestone for the youth-driven anti-bullying organisation.
The campaign is also the first campaign coordinated by UnLtd since PROJECT ROCKIT joined its charity partner family.
Created by The Royals and with media by OMD, the campaign invites Australians to “give a buck” about bullying and help more young people access PROJECT ROCKIT’s programs designed to challenge bullying, strengthen connections and create more inclusive communities.
The campaign comes as bullying continues to affect young Australians, with one in four reporting experiences of bullying and 53% reporting cyberbullying.
For more than 20 years, PROJECT ROCKIT has worked alongside young people to address bullying, hate and prejudice. Funds raised through the campaign will help more schools and communities access this support, regardless of location or resources.
Rosie Thomas, co-founder and executive director of PROJECT ROCKIT, said the campaign is about inviting everyone to be part of the solution.
“We’ve seen the difference young people can make when they’re equipped to challenge bullying and look out for each other. Give a Buck About Bullying is a simple invitation to join them. You don’t need to be a major donor to make an impact. Every buck counts, and together those small contributions can help more young people access the tools and support they need to create positive change.”
The creative was created by The Royals with Andrew Reeves, head of strategy saying:
“The strength of this campaign is in its directness and simplicity. ‘Giving a Buck About Bullying’ is a barely concealed provocation and a memorable invitation to show you care about an issue that’s important, often deeply personal, and too easy to feel powerless against. Most importantly, it gives people a simple way to actually do something about it. We’ve loved partnering with PROJECT ROCKIT, who are doing incredible work to help young people stand for one another and create a kinder, more inclusive culture.”
The campaign will run nationally across donated media channels, coordinated by OMD.
Rachel Page, MD at OMD Melbourne, said: “It’s been a privilege to support PROJECT ROCKIT’s first national fundraising campaign. We’re incredibly grateful to the media owners who have come on board to donate media, helping this message reach audiences far and wide and inspiring more Australians to support young people in creating change.”
