On 27 June, a group of 100 senior leaders from the media, marketing, tech and creative industries will swap their comfortable homes for a night in prison as part of UnLtd’s Adland Bail Out event.

The event, held at Yasmar Youth Detention Centre, is aimed at breaking the cycle of youth incarceration. Participants will experience a night of solitary confinement, prison uniforms, and prison grub, all in the name of charity.

Each participant is required to raise $1,250 as their 'bail', with the funds raised going towards UnLtd charity partners’ programs designed to break the cycle of youth incarceration. Confirmed participants include Ashley Earnshaw from Nine, Ben McCallum from UM, Cathy O’Connor from oOh!media, Claire Fenner from Atomic, Jasmin Bedir from Innocean, Laura Nice from OMD, Mark Jarrett from PHD, Nicole Bence from Nova, Sam Buchanan from IMAA, and many more.

Fiona Roberts from MiQ, Paul Kent from Deep Media and Ricky Chanana aka Mickey Cabana will serve as Prison Guards. Participants will also take part in workshops to hear from young people with lived experience on youth incarceration and experts working to help keep young people out of trouble.

"Australia is one of the only countries in the developed world that places children as young as 10 years into juvenile justice centres. Imprisoning children at such a young age simply does not work and only leads to a revolving door of incarceration, mental ill-health and a huge cost to our society. At UnLtd, we are fortunate to work with several charities that are focused on providing better outcomes for young people and society; ultimately keeping kids out of jail and helping them break the vicious cycle of youth incarceration. This event is a fantastic and unique way to bring awareness to this issue, deliver a visceral experience to our participants and to raise funds for more effective programs," said UnLtd CEO, Stephen Hunt.

Managing Director ANZ at MiQ, Fiona Roberts, who participated in the event a few years back and will serve as a Guard this year, said the experience was one of the most eye-opening experiences she'd ever had.

"Spending the night on those cold hard floors of a cell is humbling and hearing the real life stories from young people is incredibly touching. But I’ve served my sentence and this year I’m excited to keep the motley crew in order as a Guard. Get ready to do as I tell you," she said.

The event is organized by UnLtd, a social purpose organisation connecting the media, marketing and creative industry with charities helping children and young people at risk.