The White Shirt Campaign was conceived and project managed by Effie for 3 years whilst at Style Counsel. It was developed in response to Witchery’s brief to reignite consumer interest, draw in new and entice lapsed customers to the brand.
The inaugural campaign united Witchery, the OCRF, Madison magazine and 10 of Australia’s foremost international models to raise funds for, and awareness of, Ovarian Cancer with all support and a national media campaign valued at $4.5million negotiated pro bono. The campaign generated $5million in media coverage and importantly delivered considerable incremental sales.
The Witchery White Shirt Campaign has to date raised more than $10 million toward funding research. It is one of the most notable and loved Australian fashion campaigns and is now in its tenth year which speaks to its efficacy.