Over the past three years, Dolly's Dream has been fortunate to collaborate with Essencemediacom, one of Australia's largest and most esteemed media agencies, to promote Do It For Dolly Day, at no cost to Dolly's Dream.
How does this partnership function? Each year leading up to Do It For Dolly Day, the Dolly's Dream team provides Essencemediacom with a comprehensive briefing on the campaign's objectives and how we aim to present it to the public, encompassing both our strategic and creative approaches.
For instance, in the current year (2024), our strategic focus is to encourage Australia to 'Go Blue To End Bullying,' with our creative strategy involving the portrayal of five community heroes who have previously fundraised for Do It For Dolly Day through imagery and video.
The next step involves Essencemediacom briefing their extensive network of advertising partners nationwide about the Do It For Dolly Day campaign, urging them to lend their support by offering free, pro bono advertising space leading up to the event.
What unfolds thereafter is truly inspiring. In the weeks following the briefing, numerous media partners of Essencemediacom return with offers of free advertising space.
Last year, the total value of free, pro bono media offered for the Do It For Dolly campaign exceeded $16 million dollars, a staggering figure, and we anticipate even greater support this year.
This overwhelming response underscores the deep resonance of the Dolly's Dream cause within various sectors of the Australian media landscape, and it speaks volumes about the diligent efforts of the Essencemediacom team in garnering this level of support from their network.
This partnership has even garnered national recognition, earning the prestigious 'Best Strategic Partnership' award at the 2024 FIA (Fundraisers Institute of Australia) awards night!
It goes without saying that our alliance with Essencemediacom is truly special. Without their unwavering support, the message of Dolly's Dream and the expansion of Do It For Dolly Day would not have reached the heights they have today. We cannot express enough gratitude to them.
We eagerly anticipate the future of this partnership. Stay tuned for more updates!
