Ethical Clothing Australia required a strategic uplift in brand awareness to strengthen its influence across the textile, clothing and footwear sector. While the organisation had established marketing capability, it lacked dedicated communications and public relations expertise, limiting its ability to engage media and highlight the impact of its accreditation program. The challenge centred on creating a clear, organisation‑wide approach to media engagement that could elevate Ethical Clothing Australia’s profile and reinforce its role in preventing labour exploitation.

The project began with targeted engagement across the organisation and its stakeholder network. Informational interviews with senior leaders, union representatives and accredited businesses provided insight into operational processes, industry dynamics and the stories that could be leveraged to generate media interest.

High value media opportunities were identified, compelling angles were shaped, and a suite of materials was produced to support proactive outreach. This included media pitches, key message frameworks, Q and As, a targeted media list and multiple media releases. These releases showcased significant developments, including praise from the United Nations Special Rapporteur on contemporary forms of slavery and new research from the Australian Human Rights Institute positioning Ethical Clothing Australia’s accreditation program as a global leader.

 The approach delivered measurable results. Over twelve months, Ethical Clothing Australia progressed from having no media presence to securing coverage across industry, local and national outlets, strengthening credibility and expanding awareness of ethical labour practices in Australian supply chains.

A dedicated ethical procurement campaign was also developed and implemented. This involved mapping the campaign strategy, conducting extensive research, identifying opportunities to build awareness and influence, and leading community sentiment research to generate insights that informed messaging and supported media engagement. The result was a coordinated communications and PR program that elevated Ethical Clothing Australia’s public profile, strengthened stakeholder understanding and delivered sustained national attention to its work in preventing exploitation and supporting fair labour conditions.