MissingSchool was featured in an article from Mi3. To view the original article click here.
MissingSchool’s ‘Don’t You Forget About Me’ campaign, launched in 2023, is reported to be making significant strides in supporting students who miss school due to chronic medical or mental health conditions.
The initiative has reached over 14 million Australians and has led to a 68% increase in student referrals.
A historic event at Parliament House in February 2025 marked a pivotal moment for the campaign. Leaders from all major political parties acknowledged the necessity of supporting students who are unable to attend school due to illness.
The recognition underscored the campaign’s influence in shaping national discussions around inclusive attendance measures, ‘learn from anywhere’ technology, and equity recognition for students with health conditions.
The campaign has garnered over $8.7 million in pro-bono media support and has generated an estimated $34 million in social return on investment (SROI).
MissingSchool CEO Megan Gilmour has been named the 2025 ACT Australian of the Year. Gilmour’s leadership has been instrumental in driving the campaign’s success and in fostering collaborations with key partners.
UnLtd, a social purpose organisation, has played a crucial role in connecting the media, marketing, and creative industries with charities that support at-risk children and young people.
UnLtd Director of Impact Jade Harley said, “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,” she said.
Zenith Australia has also been a key partner in the campaign. Zenith Australia CEO Jason Tonelli commented, “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,” he said.
Megan Gilmour expressed her gratitude for the support received from the media and marketing industry, stating, “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.”
The campaign continues to influence discussions at the Commonwealth ministerial level, with a focus on creating more inclusive educational environments for students with health challenges. The collaboration between MissingSchool, Cocogun, Zenith Australia, and UnLtd exemplifies the potential of media and marketing to drive meaningful social change.
