Spinach Challenges People To Give Up Chocolate To Help Disadvantaged Women For Reclink

Spinach Challenges People To Give Up Chocolate To Help Disadvantaged Women For Reclink

Full service agency Spinach has created a campaign to launch ‘Choctober’ for Reclink Australia, a non-profit organisation whose mission is to provide programs for people experiencing disadvantage.

Rochelle Burbury
Posted by Rochelle Burbury

‘Choctober’ challenges people to give up chocolate for the month of October and help raise funds to provide opportunities specifically for disadvantaged women. With the theme “Give up a little, change a lot”, Spinach created a campaign that highlights the emotional attachment people have to chocolate and the mood swings chocolate deprivation can cause.

“Giving up chocolate for a month sounds like an easy way to help raise funds for disadvantaged women, but we all know how grumpy some people get if they miss their daily chocolate fix. So we believed our job was to warn people that ‘Choctober’ might cause some unexpected mood swings in friends and colleagues who are giving up chocolate during October,” Spinach executive creative director, Frank Morabito, said.

The campaign consists of two 30 second videos and ‘warning’ posters that can be downloaded when participants sign up on the Choctober website. The tongue-in-cheek ‘warning’ messages include: ‘We’re not going to lie, it could get ugly’ and ‘Please be 10% less annoying, I’m chocolate deprived.’

The campaign will run across digital and traditional media channels.

“It’s a great cause and we hope to raise raise much-needed funds. A big thank you to all the people who helped us create the campaign, particularly our generous and talented friends at Otto and Front of House,” Morabito said.

Choctober_Ugly_Poster Choctober_GiveUp_Poster Choctober_Deprived_Poster



Client: Reclink Australia

CEO: John Ballis

Media and Communications Director: Ben O’Halloran


Agency: Spinach

Executive Creative Director: Frank Morabito

Senior Creative/Writer: Jacqui Paterson

Agency Designer: Jenna Tomkins


Production Company: The Otto Empire

Director: Tim Potter

Executive Producer: Jo de Fina

Producer: Sophie Woods

Sound: Front of House