Despite the best efforts of state school administrators in South Australia, who would suck the very joy from the marrow in our bones, Fairy Bread remains a beloved Australian tradition. Melbourne-based confectionery manufacturer, Dollar Sweets, led the Fairy Bread Day 2023 campaign, raising a substantial $34,917.20 for The Pyjama Foundation. The funds will enable the foundation to recruit, train, and provide ongoing support for over 23 Pyjama Angels in 2024. Pyjama Angels are mentors who positively impact the lives of Australian children in foster care, offering guidance, learning experiences, and essential life skills.

The campaign was orchestrated by Sydney-based independent integrated communications agency, UMM, and included public relations, influencer marketing, creative content, and social media strategies. The campaign featured a fundraising activation at Queen Street Mall, Brisbane on 24 November 2023, including a Fairy Bread-themed donut eating contest between Broncos legends Sam Thaiday and Matt Gillet. The campaign resulted in a $14,918 public donation and an additional $19,999.20 from Dollar Sweets.

"Fairy Bread Day has allowed us to bring joy through an iconic Australian snack we all adore while supporting a cause close to our hearts. We are thrilled to see the community's enthusiasm and the substantial funds raised for The Pyjama Foundation," said Miranda Higgins, Managing Director of Dollar Sweets.

The campaign reached over 56.42M in earned media, 85 pieces of influencer content with a total following of over 2.79M, and 1.37M impressions on the event’s own social media channels.

"100s and 1000s of thank yous to Dollar Sweets and the Australian community for supporting Australian children in foster care through Fairy Bread Day. Your sweet support means we can place 23 vulnerable children with their own life-changing Pyjama Angel mentor,” said Bronwyn Sheehan OAM, Founder and CEO of The Pyjama Foundation.

"As we reflect on the success of Fairy Bread Day 2023, we want to thank everyone who contributed to this event. This is much more than a celebration of our Australian childhood, but a chance for everyone to make a real difference in a foster child's life,” added Nikki Stevens, Joint Managing Director of UMM.

"The collaboration with Dollar Sweets, The Pyjama Foundation, the Broncos, and the broader community has not only made this year's campaign the most impactful to date, we see a great future for this event. You could not find a more passionate group of people than those who run the Pyjama Foundation and they are matched by the passion of Australians for Fairy Bread, so this is only the beginning,” Stevens concluded.

The Pyjama Foundation, known for its 'Love of Learning Program', empowers children in foster care by providing them with valuable skills, confidence, and positive mentorship. Fairy Bread Day is set to return on 24 November 2024.