In partnership with the Foundation, Gentleman's Collection, with parent company TWE, generated more than $40K through staff engagement and generating awareness and sign-ups through events, PR, social media and digital.
LMG joined Gentleman's Collection in its support this year and raised nearly $20K through point-of-sale at its Bottlemart and SipnSave stores and by encouraging staff sign-ups.
Treasury Wine Estates was the 10th biggest fundraiser for the men's health charity in November.
Gentleman’s Collection Marketing Manager, Kate Adamson said, “The commitment and enthusiasm we’ve seen from our Mo Bros and Mo Sistas in their fundraising efforts for Movember has been outstanding. The 30-day campaign has inspired an array of fundraising tactics, from remarkable Mos, morning tea bake-offs, ambitious ‘Move’ initiatives, to the appointment of personal ‘campaign managers’ or simply a healthy dose of competitive spirit.
“We are delighted with the support that our staff and retail partners have fostered and the funds raised are a significant contribution to men’s health. We could not have anticipated such strong support and this is a great outcome in the first year of our partnership with Movember.”
Damien Page, General Manager of Merchandise and Marketing for LMG said, “We’ve been impressed not only by the significant funds raised by the team but also by the discussion that this campaign has generated. To raise the awareness of Movember and to have men’s health part of the daily conversation has been an impressive step forward."
The alcohol industry is one that knows and understands the importance of health well and its support of the charity continues to grow year on year.
Gentleman's Collection has enjoyed a successful year with the Movember Foundation and while not confirmed yet, hopes to continue its partnership next year.
The Movember Foundation’s Director of Australia and New Zealand, Charlotte Webb, said: “The beverage network has done an outstanding job of rallying together for Movember. Our fathers, partners, brothers and friends face a health crisis that isn’t being talked about. The support from partners like Gentleman’s Collection and its network is important for generating awareness for our annual campaign."
The Movember Foundation has raised $750 million and funded over 1,000 projects focusing on prostate cancer, testicular cancer, poor mental health and physical inactivity since 2003.
Image: Guests practise their grooming skills at a Movember event held by Gentleman's Collection wines in Melbourne
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