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Thread Together
New clothes for new beginnings
Richards Rose has entered a three-year pro bono partnership with Thread Together to raise awareness and help ensure more excess clothing reaches Australians who are doing it tough.
Thread Together works with fashion brands to take new, surplus clothing and deliver it to people in need. This could be individuals who have been affected by homelessness, natural disasters, domestic and family violence, new arrivals to our country seeking refuge and many others.
To expand their impact, Richards Rose launched a refreshed brand identity and a powerful new platform: “New clothes for new beginnings.”
This campaign launched across a range of donated and earned media. It included digital, radio, OOH and social content capturing real stories and real faces from the Thread Together community.
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“Feeling incredibly grateful to the brilliant team at Richards Rose for bringing New Clothes for New Beginnings to life with such creativity, care and heart.
This campaign is more than a brand idea, it’s a powerful platform to tell the stories of the people we serve at Thread Together, and a reminder that something as simple as new clothes can offer dignity, hope and a fresh start."
- Andie Halas OAM, Founder of Thread Together
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“This brand campaign represents more than just a new direction for Thread Together; it’s about empowering those who need it most with the confidence and dignity they deserve. By raising awareness and building partnerships, we can continue to make a tangible difference, helping even more Australians in need."
- Anthony Chesler, CEO of Thread Together.
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Thread Together TVC - Content Producer / Director: Neroli McSherry