MissingSchool was featured in an article from B&T. To view the original article click here.
MissingSchool’s 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 awareness, support, and political momentum.
The ‘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.
The campaign boosted student referrals by 68 per cent. In February 2025, MissingSchool hosted an 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.
“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,” Jade Harley, director of impact at UnLtd said.
“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,” Jason Tonelli, CEO of Zenith Australia added.
Momentum for the cause was supercharged when MissingSchool CEO Megan Gilmour was named 2025 ACT Australian of the Year, recognising her advocacy for the 1.2 million Australian children at risk of missing months to years of school.
“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,” Megan Gilmour, CEO of MissingSchool added.
