Mimco is set to donate 100% of its profits from sales on International Women's Day (IWD) to violence prevention organisation, Our Watch.
Now in its sixth year of partnership with Our Watch, Mimco's funding will help the agency continue its work with the media, workplaces, schools, universities, TAFEs and all levels of government to promote gender equality to prevent violence against women.
Mimco's fundraising efforts will be supported by its IWD campaign, which will encourage Australians to challenge rigid gender roles.
"Violence against all women is a national emergency," Mimco IWD campaign ambassador and domestic violence survivor, Khadija Gbla said.
"We need to have an honest conversation about what really drives this violence.
"Mimco's support of Our Watch is about leaving the world in a better place than we found it – one that celebrates women’s achievements, and equally distributes respect, power, resources and opportunity between men and women," she said.
Shoppers who purchase anything from Mimco in-store and online on IWD - March 08 - will donate to Our Watch.
Mimco MD Sarah Rovis added that the business is proud to support Our Watch's work within the community.
"In 2020, Mimco celebrated a significant milestone, reaching over $1 million in donations to Our Watch over the course of the partnership.
"Thanks to our community’s generous support, our donations have been able to fund research, projects and campaigns that advocate for cultural and behavioural changes that can help end violence against women," she said.
Our Watch Chair Natasha Stott Despoja said the organisation is honoured to be supported by Mimco to drive national awareness of what needs to be done to prevent violence against women.
"Mimco is committed to meaningful and long-term change and it has been an honour to partner with Mimco to create a compassionate and understanding society in which men and women, boys and girls can enjoy ethical, healthy, equal and respectful relationships," she said.