User:Codie zofia/Witchery white shirt campaign

The white shirt campaign is an annual fundraising initiative with 100% of sales from Witchery products going to the ovarian cancer research foundation. (OCRF) This campaign, which has grown over fourteen years, aims to generate awareness within the Australian community and raise funds for the research effort towards early detection of ovarian cancer.

History
The success of the fundraising from 2000-2006 saw the launch of the “Every cloud” diary and exclusive silver gift range in 2007, which contributed to fundraising for the OCRF.

Witchery and the OCRF partnered with Madison magazine to start the white shirt campaign, which was launched in 2008.

The collection is made up of 10 white shirts, three shirts for men and seven shirts for women including a classic tote bag.

From 2008 to 2010 saw $2,039,987 raised. The campaign in 2010 saw the white shirts sell out Australia wide in a three-week period.

In 2013 Country Road, owner of Witchery stated that $1,043,890 was raised for OCRF through the White shirt campaign. The total raised for OCRF since 2000 is more than $4.8 million.

2014 brought News life media, which consists of four magazines onboard to support the campaign. May 1st was the annual OCRF white shirt day where Australia is encouraged to “unite in white” in support.

The success of blogging within the campaign
“The web has made it possible for ordinary consumers to reach a mass audience, to “grab hold of the megaphone,” to adapt Bourdieu’s (1999) metaphor.” The use of Australian fashion bloggers contributed to the success of the campaign as they were able to choose, evaluate and engage with the clothing through posting their consumption onto their blog, which garners a large audience Bloggers have not only contributed to the campaign being successful, but assisted with positive brand awareness of Witchery. Lee, et al stated that people talk about brands in a certain way and why they buy or do not buy the products is a matter of brand image. “It is the whole concept containing symbolic meaning, induced associations, ideas and attitudes of the brand.” As the bloggers are promoting the Witchery products in a positive light as 100% of the proceeds go to ovarian cancer research this leaves consumers with the associations and the attitude of Witchery being that of helpful and considerate in the research efforts of OCRF.