Young Australians are reporting bullying at alarming rates. PROJECT ROCKIT’s answer is disarmingly simple: give a buck about it.
The youth-driven anti-bullying organisation has launched “Give a Buck About Bullying”, its first national fundraising campaign. Created by The Royals with media coordinated by OMD, the push invites Australians to donate one dollar to help more schools and communities access PROJECT ROCKIT’s anti-bullying programs. It is also the first campaign coordinated by UnLtd since PROJECT ROCKIT joined its charity partner family.
Why a $1 ask works
The campaign leans on a micro-donation mechanic that removes the usual “can I afford to help?” pause. The ask is not a membership or a major gift—it’s a single dollar. According to the campaign, one in four young Australians report experiences of bullying, and 53% report cyberbullying, so the need feels urgent and universal.
That tension makes the creative simple and pointed. Andrew Reeves, Head of Strategy at The Royals, calls the line “a barely concealed provocation”—a phrase that leaves little room to scroll past. PROJECT ROCKIT Co-Founder and Executive Director Rosie Thomas adds the practical pitch: “Every buck counts.”
Donated media makes the difference
The campaign runs nationally across donated media channels, coordinated by OMD. Rachel Page, Managing Director at OMD Melbourne, says the approach helps the message travel “far and wide” without a heavyweight paid budget. For a non-profit, that is the difference between a fundraising idea and a fundraising movement.
What marketers can steal
- Name the barrier, then shrink it. The campaign turns support from vague generosity into a specific, low-friction action.
- Let the phrase do double duty. “Give a Buck About Bullying” works as a pun, a donation prompt and an attitude.
- Use donated media as a force multiplier. OMD coordinated national donated media, letting a lean charity budget behave like a major brand launch.
For cause marketers and D2C teams alike, this is a smart example of “effortless ask” design. When you lower the cost of participation, you widen the top of the funnel—and a simple $1 transaction can be the start of a longer supporter relationship. PROJECT ROCKIT has spent more than 20 years working alongside young people to address bullying, hate and prejudice; this campaign operationalises that credibility into an everyday action.
The takeaway
PROJECT ROCKIT’s campaign reminds us that a memorable phrase plus a micro-action can outwork a complicated pitch. It also shows how agency partnerships, UnLtd’s charity coordination and donated media owners can give a small non-profit national reach.
If you are building a campaign, start with the smallest meaningful action a customer or supporter can take. Then make the language so direct it sounds like common sense. That is what turns a buck into a movement.
Source: Campaign Brief
