Vinnies NSW has this week launched its biggest clothing drive campaign, Bring Your Best, with a call to action for people to come together and donate as much as possible in one big effort. The impact-led campaign focuses on the need for quality donations and starting conversations about the real value of donating clothes to Vinnies.
Kicking off with a giant 4-metre-high Vinnies donation box popping up in the heart of the CBD, the campaign encourages Sydneysiders to donate their quality preloved clothing and help enable Vinnies to raise funds for vulnerable communities.
The activation also included 50 smaller donation boxes, 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 getting in on the action, with shops rolling out Bring Your Best branding and colourful visual merchandising appearing in shop windows. While online promotion includes paid media across Meta and TikTok.
Vinnies enlisted a host of well-known talent and creators to help launch the campaign and spread the word about the tangible impact donating clothes can have on people who are doing it tough. Collaborators included Jules Robinson, Brittney Hockley, Lachlan McLean and Hannah Zaslawski, who all cleared out their wardrobes and donated some of their best clothing to help fill the giant donation box.
“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. 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,” said Virginia Boyd, director retail and logistics at Vinnies NSW.
The aim of the campaign is to get people thinking of a clothing donation to Vinnies Shops as a financial donation to Vinnies – every donation helps. 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. 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,” said Boyd.
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.
