MissingSchool was featured in an article from Campaign Brief. To view the original article click here.
MissingSchool’s powerful three-year campaign, driven by long-term partners Cocogun, Zenith Australia and UnLtd, has catapulted the issue of children missing school due to chronic illness onto the national stage – delivering record awareness, support, and political momentum.
The powerful ‘Don’t You Forget About Me’ campaign launched in 2023 to support the third of students who are left invisible and isolated when they can’t physically attend school, due to chronic medical or mental health conditions.
Thanks to the generosity of many media partners, the campaign has reached over 14 million Australians and boosted student referrals by 68%. The movement’s biggest breakthrough came in February 2025, when MissingSchool hosted a historic event at Parliament House – where, for the first time, leaders from all major parties publicly acknowledged the urgent need to support these students.
Backed by over $8.7M of pro-bono media support over the years and $34M in social return on investment (SROI), the campaign is driving Commonwealth ministerial discussions on inclusive attendance measures, “learn from anywhere” technology, and national equity recognition for students with health conditions.
Says Jade Harley, Director of Impact at UnLtd: “At UnLtd, we back campaigns that don’t just raise awareness – they drive change. The partnership between MissingSchool, Cocogun and Zenith Australia is a powerful example of creativity and media being used for good. Right now, hundreds of thousands of young Australians are missing school due to illness or mental health challenges, and the consequences are devastating – educational gaps, social isolation, and long-term disadvantage. This campaign is a call to action: every child deserves connection, education, and support – no matter their health status.”
Beyond immediate results, the campaign is building lasting change – elevating MissingSchool’s mission into the public eye, sparking new partnerships, attracting donors, and placing the issue firmly on the government’s radar. By raising national awareness, the campaign ensures that chronically absent kids are no longer invisible; they are being seen and heard.
Says Jason Tonelli, CEO of Zenith Australia: “At Zenith Australia, we believe media has untapped potential — and when unlocked, it can do more than drive business outcomes; it can change lives. This campaign is proof of that. I want to thank my team for their relentless commitment, the MissingSchool team for trusting us, our partners Cocogun and UnLtd for their collaboration, and the media partners whose generosity made this possible. For us, ROI isn’t just about reach and efficiency – it’s about delivering long-term social return on investment for children and families who need it most.”
Momentum for the cause was supercharged when MissingSchool CEO Megan Gilmour (pictured above) was named 2025 ACT Australian of the Year, recognising her tireless advocacy for the 1.2 million Australian children at risk of missing months to years of school.
Says Gilmour: “This is not just a campaign – it’s a movement that’s rewriting the rules for how schools support kids in a health crisis. We couldn’t have done this without the support of the media and marketing industry, and our trusted partners at Cocogun, Zenith Australia and UnLtd, who feel like an extension of our team. We’re so grateful to everyone who’s supported us in helping make sure children facing medical and mental health challenges are never forgotten.”
