Australia 
Lebanon 
Saudi Arabia 
Qatar 
India 
ALAND Foundation × Foodbank NSW & ACT Giving Day 2025
Social media strategy amplifies awareness, engagement and donations for Foodbank's Giving Day, in partnership with the ALAND Foundation.
The ALAND Foundation partnered with Foodbank NSW & ACT for their first-ever Giving Day, a one-day appeal to create 10,000 hampers of nutritious food for families in crisis this Christmas. Every donation was matched dollar-for-dollar, doubling the impact. By 10:30 a.m, the original goal was reached and by 3 p.m, it had been doubled. The day closed with 19,447 hampers funded and $739,019 raised, driven by community generosity and social buzz.
As the social media agency, we led the full digital rollout, from pre-event awareness to day-of coverage and post-event storytelling. Coordinated content across photo, video and live updates engaged audiences, built momentum and drove donation traffic across all partner channels.
The strategy combined anticipation-building stories, hero content with clear calls to action and real-time coverage from the packing floor. Audiences stayed connected, informed and inspired to give, sustaining energy throughout the day.
The results speak for themselves: $739,019 raised, nearly double the original goal and 19,447 families received food relief for Christmas. The campaign demonstrates the power of social storytelling to convert engagement into tangible, meaningful impact.
