A cracker fundraising campaign with a real cut-through quality inspired 192 gatherings around Australia to share cheese platters that matter, Andrew Sadauskas reports.
White Ribbon Australia’s Cheese for Change fundraising campaign has secured more than $36,000 from 192 individual events around the country, as Australians embraced the dairy-themed event.
Held over four days from Thursday March 22 to Sunday March 25, the inaugural event asked Australians to share a ‘cheese platter that matters’ with friends, family or co-workers. The gatherings raised funds to help support White Ribbon’s national primary prevention campaign, which aims to stop violence before it occurs, through education initiatives in schools, workplaces and the broader community.
Team and individual registrations, as well as donations for the event, were managed through an Everyday Hero portal.
The campaign was designed to be highly shareable on social media, and was supported with bespoke video and content from food stylists, photographers and event organisers offering professional advice on preparing the perfect platter.
In a statement, White Ribbon Australia marketing and communication manager Eliza Arrowsmith said Cheese for Change had exceeded the organisation’s expectations in terms of both participation and funds.
“As well as raising funds, Cheese for Change provided a positive environment in which people could raise and discuss the important issue of domestic violence. The feedback from participants has been overwhelmingly positive,” Arrowsmith said.
The event was supported by leading fundraising agency March One, which has recently secured contracts for brand overhauls for both the Fundraising Institute of Australia and the Jeans for Genes campaign.
March One Creative Director and Owner Ben Coverdale said the event is part of a three-year strategy that aims to grow awareness and funds year-on-year.
“From its inception, Cheese for Change captured people’s interest because it is simple and easy, and combines an existing activity that people enjoy with a great cause,” he said.
“The event lends itself to being shared across social channels because people are actually ‘doing something’.
“When people gather around a cheese platter conversation naturally flows and this offered Australians an important opportunity to talk candidly about the issue of domestic violence.
“It was terrific to see Australians getting involved and proved that Cheese for Change has the potential to be widely embraced. Hopefully it will one day rival the likes of Dry July!”
White Ribbon Australia wants all women to live in safety, free from violence and abuse. Through education, awareness-raising and creative campaigns, preventative programs and partnerships, we highlight the positive role men play in preventing men’s violence against women and support them to be part of this social change.