Advertising executives from across the industry last week came together for UnLtd’s 'Adland Bail Out' event at Yasmar Detention Centre in Sydney, raising more than $125,000 to help break the cycle of youth incarceration.

The event gives participants a chance to briefly experience what life is like for young people in the juvenile justice system. The participants were lined up, interrogated and finger-printed before hearing emotional stories from young people with lived experience of incarceration and learning about better alternatives to prison. The ‘inmates’ then slept the night on the cold hard floors of the cells in the former detention centre.

Each participant was required to raise $1,250 as their 'bail' to be released the next morning, with funds going to UnLtd charity partners’ programs specifically designed to break the cycle of youth incarceration.

The five biggest fundraisers were Justin 'Curly' Ladmore, Cathy O’Connor, Nick Bower, Yasmin ‘Yazzimoto’ Sanders and Paul ‘Siggy’ Sigaloff. The event also saw cameos from previous ‘inmates’ who returned to the event as Guards, including Mark Watt, co-founder of Whitelion, Fiona Roberts, Paul Kent, Alexander Sandwith, Chris Freel and Ricky Chanana.

UnLtd is a social purpose organisation connecting the media, marketing and creative industries with charities helping children and young people at risk.

Managing Director of Samba TV, Yasmin Sanders, said: "What an emotional rollercoaster! From the moment we entered the detention centre, it didn't take long before we felt institutionalised, after experiencing what it feels like to lose all control of your own life, be shouted at and made feel like you’re worth nothing. We only spent a night so I can only imagine the impact it would have on young people, some as young as 10 years old, spending years in these facilities. It was eye-opening to hear about the misconceptions around youth incarceration and uplifting to hear that there are better alternatives around that focus on prevention."

CEO of UnLtd, Stephen Hunt, said: "As an inmate myself, it was an emotional and uncomfortable experience that exceeded all my expectations. The team and I are so grateful to everyone who braved the cold cells, listened generously to those with lived experience and helped raise much needed funds to keep kids out of jail. I’m confident that everyone who participated will have left the experience with a far deeper understanding of the issue and a desire to do more. There is a lot of work to be done to change the horrendous statistics around youth incarceration. Our industry has the potential to make a huge difference by changing perspectives and raising awareness about this important issue. That’s exactly what we plan to do from here!"