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Boosting student referrals by 68%
MissingSchool’s highlighting the issue of missing children in school due to chronic illness in a three-year campaign via Cocogun and Zenith Australia.
The ‘Don’t You Forget About Me’ campaign launched in 2023 to support the third of students who are left isolated when they can’t physically attend school, due to chronic medical or mental health conditions.
“At UnLtd, we back campaigns that don’t just raise awareness – they drive change,” said UnLtd director of impact Jade Harley.
“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.”
The campaign has reached more than 14 million Australians and boosted student referrals by 68%.
MissingSchool hosted an event at Parliament House in February 2025 for leaders of all parties to acknowledge the need to support these students.
The campaign was backed by more than $8.7M of pro-bono media support over the years and $34M in social return on investment (SROI).
“At Zenith Australia, we believe media has untapped potential — and when unlocked, it can do more than drive business outcomes; it can change lives,” said Zenith Australia CEO Jason Tonelli.
“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.”
MissingSchool CEO Megan Gilmour was named 2025 ACT Australian of the Year.
“This is not just a campaign – it’s a movement that’s rewriting the rules for how schools support kids in a health crisis,” said Gilmour.
“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.”
