Thousands have paid tribute to the former face of Akubra Hats, "Dolly" Amy Jayne Everett, who took her own life at 14 after being bullied.
Father Tick Everett used Facebook to describe his grief, saying his beloved daughter felt she had no other option.
"I know for some suicide is considered cowardly but I guarantee those people wouldn't have half the strength that my precious little angel had, Doll had the strength to do what she thought she had to do to escape the evil in this world," he wrote.
"However, unfortunately, Dolly will never know the great pain and emptiness left behind.
"If we can help other precious lives from being lost and the suffering of so many, then Doll's life will not be wasted."
Akubra Hats has also posted a moving tribute, which has been shared more than 11,000 times, honouring the girl who was the face of their past Christmas advertisements.
"To think that anyone could feel so overwhelmed and that this was their only option is unfathomable," the company wrote.
"Bullying of any type is unacceptable. It is up to us to stand up when we see any kind of bullying behaviour.
"Our hearts go out to her family and friends."
Akubra has posted a powerful Instagram post following Dolly’s death and advocating our using it in Dolly’s memory.
A public memorial service will be held on Friday at the Casuarina Street Primary School in Katherine East.
They said: “We are shocked and distressed to hear of the passing of “Dolly” - the young girl many of you will recognise from our past Christmas adverts. This beautiful photo was taken 8 years ago. Dolly chose to end her life to escape the bullying she was being subjected to. She was not even 15 years old. To think that anyone could feel so overwhelmed and that suicide was their only option is unfathomable. Bullying of any kind is unacceptable. It is abuse and it is time for us to stand up when we see any kind of bullying behaviour. Dolly could be anyone’s daughter, sister, friend. We need to make sure that anyone in crisis knows there is always someone to talk to. Be a friend, check up on your mates. Our hearts go out to Dolly’s family and friends. Amy ‘Dolly’ Everett 1.5.2003-3.1.2018”
Friends and family are asked to wear blue, which was Dolly's favourite colour.
Readers seeking support and information about suicide prevention can contact Lifeline on 13 11 14.