Local charity Vinnies NSW has launched its biggest clothing drive campaign this month titled ‘Bring Your Best’, with a call to action for people to donate as much as possible.
The impact-led campaign will also focus on the need for quality donations.
The campaign has just kicked off with a giant 4-metre-high Vinnies donation box popping up in Sydney CBD. Alongside this 50 smaller donation boxes were made available for businesses to take to their offices and fill up with clothing donations. All 50 boxes were distributed on day one of the campaign, with nearby businesses including Business Sydney, Merivale, Theatre Royal Sydney and PwC getting involved.
All 225 Vinnies Shops across NSW are also joining in with shops rolling out ‘Bring Your Best’ branding and colourful visual merchandising appearing in shop windows. Meanwhile, online promotions included paid media across Meta and TikTok.
“After the huge success of our ‘Got it at Vinnies’ campaign, we’re thrilled to be running a new campaign focused on donating quality clothing to Vinnies,” Vinnies NSW director of retail and logistics Virginia Boyd said.
“We know that Australians buy a lot of clothing each year, so we’re sure that everyone has something in their wardrobe they’re ready to part with.”
The aim of the campaign is to get people thinking of a clothing donation to Vinnies Shops as a financial donation to Vinnies. Money raised from Vinnies shops goes towards assisting those who need food, shelter, crisis support, and a wide range of services for people experiencing hardship and disadvantage.
“We’re hoping this campaign will start conversations about the real value of clothing donations,” Boyd said. “A pair of shoes could provide someone with a food hamper; your unworn coat could go towards the cost of running short-term accommodation for a woman escaping violence; or your jeans that don’t quite fit anymore could help pay someone’s rent for a month.”
The campaign is the first project in the go-to-market phase of a brand development initiative Vinnies has been working on. A new brand identity will start to be seen across Vinnies Shops over the next few months.