Brief

Youth suicide and bullying remain critical issues in Australia, deeply impacting individuals, families, and communities. The Dolly’s Dream foundation was created by Kate and Tick Everett following the shattering loss of their fourteen year old daughter, Dolly Everett in 2018 to suicide. Their campaign in 2025 aimed to raise awareness and drive meaningful change in regional areas where young people often feel especially isolated and lacking in support.

Creative

The team at Dolly’s Dream and The Producers worked hand-in-glove to conceive a campaign that both authentically represented these confronting issues but also inspired the public to rally around young people. A campaign that not only motivated them to take up the cause, but also provided the impetus to donate.  The result was a 360 degree campaign that was a bright blue beacon of support with a very strong sense of community. Headlined by a 60 second film entitled: ‘Do it for Dolly Day’ it symbolically represented regional Australians around the country from sun up to sun down, doing anything and everything to get the ‘good blue word’ out there, publicly showing their passion for the Dolly's Dream cause.

Production

To truly understand what was happening in these areas, the production team collaborated with those on the front lines gathering personal insights and perspectives on the issue and then in turn working with them to rally the rural troops. Shot on location in country Victoria in Bairnsdale (and surrounding areas, over 3 days with young local actors, supporter groups, hundreds of volunteers, primary schools and importantly Dolly’s parents Kate and Tick, it was a labour of love for the entire team. 

Director Olivia Altavilla captured the authenticity and genuine goodwill of the moment with a thoughtful, down to earth approach, while photographer Seiya Taguchi’s steady hand and quiet precision brought every detail of the campaign to life. The real heart of the idea lived in those authentic details or “Life’s wrinkles’ as Director Olivia AltaVilla likes to call them) ensuring nothing was faked and giving the viewer a true glimpse of what is really going on out there, both good and bad, and was crucial in bringing this important story to life.

Outcome

Running nationally across film, cinema, social, digital and OOH on ‘Do It For Dolly Day’ the campaign garnered great success - with a 61% increase in donations on the previous year and raising over 1.9 million dollars for the cause.

The Producers © 2026