Wrapping up our Christmas campaign with The Smith Family
David Jones is delighted to have raised more than $170,000 for The Smith Family over the Christmas period, almost double the amount we raised in 2016.
That’s enough to support more than 300 students through The Smith Family’s learning programs, ensuring they have the best possible opportunity to succeed at school and build better futures for themselves.
David Jones’ Brand Ambassador, Adam Goodes, kicked off our campaign with an inspirational visit to Lalor East Primary School in suburban Melbourne, one of the many schools across Australia where The Smith Family offers support to students through their learning programs.
Adam gave a motivational talk to students about the importance of education and shared his own personal experience about his time at school. He also watched the choir practice for their debut performance in David Jones’ Christmas Launch at Bourke Street Mall, where they went on to steal the show. Principal, Linda Richards, commented that Adam “is so inspirational and I am sure that what he had to say will resonate with our students for years to come.”
A few weeks later, Adam joined The Smith Family’s CEO, Dr Lisa O’Brien, in our Market Street Foodhall where they served scoops of Christmas-flavoured ice cream to our customers and employees for a gold coin donation, raising $600.
Through the month of December, our frontline teams did an amazing job selling more than 13,000 Charity Gingerbread Man Cookies (with all profits donated to The Smith Family) and nearly 10,000 Charity Gift Cards (with 10% of the uploaded value also donated).
At Botanicca, our new Head Office in Melbourne, we set up a Christmas Giving Tree where employees could donate presents to The Smith Family’s Toy and Book Appeal. Together with our colleagues from CRG, who also got involved, our team donated 168 toys and books for Australian children who might have otherwise gone without this past Christmas.
We also raised $710 by selling the decorations from the Botanicca Christmas tree and another $2,000 from gold coin donations collected at our Botanicca coffee cart.
And finally, we had a small but dedicated band of employees use their Charity Leave to help pack gifts for some of the 20,000 children who received gift packs as part of The Smith Family’s Toy and Book Appeal.
All of this is in addition to the clothing donations that we make to The Smith Family at the end of each season, which are then sold in their Op Shops. So far, the retail value of these donations has been more than $380,000, which is enough to fund another 660 students through The Smith Family’s Learning for Life program.
David Jones has now helped The Smith Family improve educational outcomes for more than 1,000 students from disadvantaged backgrounds. We could not continue our work with The Smith Family without the support of our customers, employees and suppliers, so thank you.