Sydney's adland leaders raised over $165,000 for charity this month by spending the night behind bars. The biggest fundraisers earning coveted ‘King Pin’ status were: Paul Sigaloff from Verizon Media, Kristiaan Kroon from OMG and Virginia Hyland from Hyland.

Proceeds from the Adland Bail Out event will go to UnLtd’s charity partner Whitelion. Industry leaders from creative, media owner, tech and media agencies were lined-up, interrogated and finger printed before handing over their possessions and being locked up for the night in the cells at Yasmar Facility, a former Juvenile Detention Centre in Haberfield to experience what life really is like for many young people at risk.

The inmates also took part in a series of emotional and thought-provoking workshops designed to showcase the realities and difficult choices many young people at risk face daily.

Each participant was required to raise a minimum $1,000 as their ‘bail’ to be released the next morning. So far, the industry has already raised over $165,000 with the Melbourne event still due on the 24 May. 

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.

 “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,” said UnLtd CEO, Chris Freel.

“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.

The campaign will launch on 16 June across TV, print, radio, outdoor, cinema and digital. While widely supported by media owners, UnLtd encourages any further media owners keen to be involved and make a difference to contact katie@unltd.org.au and become part of the movement.

Whitelion CEO, Hang Vo, said the charity is “overwhelmed by the support from the media, marketing and creative industry”. He added that 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.”