HOUSING DIGNITY

FANTASTIC FURNITURE

  • The Case for Action

    Homelessness in Australia remains a pressing issue, with over 105,000 individuals reported as homeless during the 2015 Census, including a significant number of women and children. Among these, approximately 30% were in NSW, with many from marginalised communities in Western Sydney. These alarming figures underscored the urgent need for immediate and sustainable solutions.

  • The Consumer Insight

    Many Australians living in NSW who are impacted by homelessness come from marginalised communities, particularly in Western Sydney, where Fantastic Furniture’s core customer base resides. According to Bureau of Statistics data from the year the first guest home was established, a significant proportion of these individuals were women and children seeking refuge from domestic violence.

  • The Brand Ambition

    Fantastic Furniture aimed to deepen its connection with the communities it serves by aligning its corporate values with impactful social initiatives. The goal was to build stronger brand affinity and loyalty by demonstrating a tangible commitment to supporting vulnerable populations, particularly those in Western Sydney, where much of its customer base resides.

  • Brand Manager, Fantastic Furniture.

    Corporate Social Responsibility facilitation & project management.

    In 2015, I spearheaded the partnership with Dignity, leading all media and communication efforts to align the initiative with the company’s strategic goals. From coordinating national and local broadcast media to overseeing in-store activations, my role ensured that every aspect of the campaign resonated with purpose and impact.

  • A carefully curated channel mix was deployed to maximise impact:

    • Event Management: In-store activations and community events to foster local engagement.

    • PR & Media: LNational press releases and collaborations with leading outlets to amplify the message.

    • Content Production: Developed compelling visuals, videos, and blogs to share the stories behind the campaign.

    • Copy & Brand Narrative: Developed compelling visuals, videos, and blogs to share the stories behind the campaign.

    • Organic & Paid Social Amplification: Leveraged organic and paid social campaigns to reach broader audiences.

    • Customer Contributions: Enabled fundraising through product sales and donation-matching initiatives.

  • The success of the Fantastic Dignity campaign relied on collaboration across multiple teams and partners:

    • Fantastic Furniture’s Brand Marketing & Digital teams

    • PR Media Agency

    • Media Outlets

    • Digital Marketing Agency

    • Dignity’s Leadership and Operational Teams

    • In-Store Teams and Community Ambassadors

    • Local Councils and Community Leaders

    • Customers and Supporters

AU Market

Retail

Fantastic Furniture

Every night, thousands of Australians face the uncertainty of homelessness. By aligning tangible contributions like fully furnished spaces with broader community impact goals, this initiative became a movement of compassion and action, catalysing a program that has now run successfully for seven consecutive years.

Strategic Approach.

By ensuring tangible contributions like fully furnished spaces at the Women and Children’s centre, Fantastic Furniture was able to align thier corporate responsibility efforts with meaningful community impact, creating a campaign deeply connected to the communities we served and empowering customers to participate in a transformative cause.

The Fantastic Dignity campaign focused on actionable solutions and widespread engagement to maximise impact.

Collaborated with Dignity to furnish and establish guest homes across Australia, providing immediate shelter and support to those in need.

Partnerships

Leveraged national media and in-store promotions to spotlight the issue of homelessness, gender-based violence and Fantastic Furniture’s affinity in addressing it.

Generated Awareness

Donated proceeds from specific product lines and matched customer contributions to amplify financial support.

Delivered fully furnished homes, including tailored interiors to create safe and welcoming spaces for families and individuals.

Fundraising & Donation

Media Strategy.

A multi-channel strategy ensured maximum visibility and engagement, focusing on authenticity and community-driven storytelling:

1/ Authentic Narratives

Highlighted anonymised stories to uphold the dignity of individuals impacted by homelessness, focusing on their journeys and resilience to humanise the issue without perpetuating stigma.

2/ Multi-Channel Coverage

Employed a mix of digital platforms, print media, and in-store activations to reach diverse audiences.

3/ Purpose-first Messaging

The campaign highlighted the direct impact of Fantastic Furniture’s contributions, driving positive brand affinity whilst also raising awareness of issues faced by those impacted by homelessness, inciting compassion.

By raising awareness of issues faced by survivors of gender-based violence and focusing on their resilience and courage, we reduced stigma for those facing homelessness, building greater societal understanding and compassion.

By uniting purpose with action, the Housing Dignity campaign demonstrated how brands can create lasting societal impact, transforming lives while deepening connections with their communities.

By using the Fantastic Furniture media platform, the campaign successfully raised awareness of gender-based violence and its connection to homelessness, reducing stigma and increasing compassion for those facing homelessness.

Awareness Raised

This heightened awareness directly drove consumer donations and fundraising contributions, amplifying the initiative’s reach and impact.

Customer Contribution

Fantastic Furniture furnished temporary housing, providing refuge for survivors and meeting key corporate responsibility program goals.

Tangible Support

1800 Tequila, Greenhouse Bar

Bloom Providore, The Art of Protein.

Batiste, She can Sweat.