Blue For Blokes 2019
In 2017, Safeman Australia – The largest national independent supplier of Personal Protective Equipment (PPE) and work wear, approached Prostate Cancer Foundation of Australia (PCFA) with an ambition to support their cause – raising awareness and funds for Aussie men and their families dealing with this significant men?s health issue.
This marked the beginning of the Blue For Blokes initiative and the Corporate Partnership between Prostate Cancer Foundation of Australia and Safeman Australia.
Brief: At the core of the Blue for Blokes initiative is the official PCFA personal protective equipment (PPE) and workwear range. The campaign aims to get everyday Australian men and women out of their normal work wear and into high-quality PCFA branded PPE and work wear, with a fixed donation amount from every sale going to PCFA.
Strategy: Two primary value exchanges were identified . 1. The retail market – where men and women wanted to be associated and be seen to show their support wearing the charity branded PPE & work wear. 2. The B2B market – where companies could show their support with the advantage of positive CSR and be seen to engage in a charity that workers could identify with.