Description:

“All for the end of Extreme Poverty”
Thankyou is an Australian-based, design-led social enterprise dedicated to reimagining consumerism and redirecting 100% of profits towards ending global poverty. Like many, Thankyou’s retail presence collapsed in 2020, but behind the scenes, via a huge year for hand sanitisers (another covid story), the opportunity was there to regroup, rethink, redesign and reintroduce themselves as ‘Thankyou Reimagined’.
Thankyou were not just rebranding, they were rethinking their entire business model, creating new ways to interact with partners and suppliers, make and sell products, and most importantly, after learning some hard truths about the obstacles created by the existing Donor-led system, redefining the way they give back.
“There are approximately 736 million people stuck in extreme poverty, with many dying daily simply because the lack access to basics to meet their health, education and living standards. The funding gap to end extreme poverty by 2030 is estimated at US$2.5 trillion dollars a year. Meanwhile, global consumer sending totals a staggering US$ 63 trillion a year.” Chapter Zero
The UN’s Sustainable Development Goals (SDGs) call upon individuals and societies to end extreme poverty by 2030. *UNCTAD, 2019
Donor dysfunction
To serve people living in extreme poverty, solutions must address the complex root causes of poverty. But often, well-meaning donors can inadvertently harm the communities they’re serving. A recent study showed that funders—in attempting to do good—were responsible for 46% of program failures. *Open Road Alliance, ‘RoadblockAnalysis Report’, Philanthropy New York, 2018, https://philanthropynewyork.org/resources/open-road-allianceroadblock-analysis-report
The impact partners are the heroes. Focused on impact instead of activity. Thankyou understood the need to trust in the capabilities of local organisations and communities to uncover root causes and solve issues from the inside out – requiring Unrestricted Funding.
This entire campaign aims to rewire consumer behaviour from simple transactional exchanges to conscious decision-making. Fuelled by an understanding of social factors, the goal was to elevate Thankyou's story of impact, illustrating the powerful link between thoughtful consumerism and global change.
The strategic backbone of ‘Consumerism Reimagined’ was to create an immersive brand experience. By integrating digital and physical touchpoints, social media campaigns, influencer partnerships, a Melbourne CBD pop-up store, and launch event, the strategy was designed to amplify Thankyou's message. Each element was meticulously aligned, with the core mission inviting consumers to become part of a larger narrative of transforming the way we consume.
In execution, the design centred around the imperfect circle device which was reflected in every visual element, from the Manifesto, the Stunt (the event and the inside store), billboards, merch, the influencer seeding kits and social campaign. The integration of these elements fostered a sense of community and engagement, making every participant an ambassador of change.

The $18.1 Million AUD given is just the beginning, Thankyou has big plans.

The campaign's success in capturing the public imagination and stimulating dialogue around consumer responsibility showcases its impact:
61 media features with a collective publication readership of over 754 million readers.
Organic social media: 5,067,419 Impressions & 189,198 Engagements.