White Ribbon Australia

The Video

Issue

In a crowded market, White Ribbon needed a new fundraising event to diversify revenue, find new audiences, and celebrate how far attitudes to domestic violence have changed in Australia.

Idea

With this is mind, March One created Cheese for Change. A new movement that combined a social activity that occurs every weekend, friends gathering for a cheese platter, with raising money for this vital cause.

Branded communications were developed, with a strong focus on social first. Guiding registrants through bespoke engagement journey led to high bank rates.

Impact

In its inaugural year, Cheese for Change performed well above campaign metrics and will be certain to return next year.