Vinnies NSW sets up giant donation box for its ‘Bring Your Best’ campaign

October 23, 2024 3:45

The NSW branch of St Vincent de Paul Society (aka Vinnies) has launched its largest clothing drive to date.

Aiming to cement a comparison between clothing and financial donations, the ‘Bring Your Best’ platform was developed to serve as a rallying cry for people to donate good quality, second-hand clothing items to bolster the organisation in its mission to gather funds for and assist disadvantaged communities.

The platform placed a large Vinnies donation box – specifically one that was four metres tall – in the CBD to kick start its run. An additional 50 donation boxes, all smaller in size, were then distributed amongst businesses wanting to get involved with the clothing drive. PwC, Merivale, Business Sydney and the Theatre Royal Sydney all participated in the initiative.

‘Bring Your Best’s propulsion into the market was also helped by creators and talent, such as radio host Brittany Hockley, TikToker Hannah Zaslawski, ex-soccer player Lachlan McLean, and author and Married at First Sight alum Jules Robinson, lending their platforms and clothes to the cause.

“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,” Vinnies NSW’s director for retail and logistics, Virginia Boyd, said.

“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.”

The campaign’s branding is running across NSW’s 225 Vinnies Shops, with paid media on TikTok and Meta powering its online promotional efforts.

Apart from an initiative to drive support, ‘Bring Your Best‘ serves as “the first project in the go-to-market phase” of Vinnies’ brand development operations. The organisation is expected to start hosting a fresh brand identity in its shops over the coming months.