The brand, well known for the trademark feature of every finely crafted shirt, a last Red Buttonhole, linked the design to the Hospital as a unique way of giving. Since 2008, a percentage of sales from every shirt sold is donated to The Children’s Hospital Trust – official fundraiser for the hospital.
“It was a clear link for us and we firmly believe that giving should be easy but have real impact. We’re proud of this example where we’ve worked with our customers and the Hospital to create safe spaces for the children of our country,” says Lyle Paul, Fabiani’s Senior Marketing Manager.
Over the past 10 years, the project has continued to grow in size and impact.
Louise Driver, CEO of The Children's Hospital Trust, says: “Our 10-year partnership with TGF and Fabiani is an active expression of the company’s values. It not only adds immense value to brand equity and authenticity in a marketplace where consumers are becoming increasingly socially and ethically conscious but is an opportunity to engage staff, stakeholders and customers with the value of giving back to the society. These remarkable partnerships take effort, insight and collaboration, but the extraordinary results they deliver make it more than worthwhile. It’s the power of making a difference. 100% of funds raised go directly to supporting specific projects and programmes to help advance child healthcare through the Red Cross Children’s Hospital - every cent goes towards changing or helping to heal children’s lives (and the lives of the people who care for them).”
TFG’s corporate social responsibility mantra, “Educate to Empower”, also rings true to one of the most effective initiatives to date, The Red Cross Pre-Primary School and the Therapeutic Learning Centre.
The school focusses on bedside learning for children who spend extensive periods of time at the hospital. The schools follow the National CAPS (Curriculum Assessment Policy Statements) curriculum, but adapt it where necessary to the needs of the individual. The focus is on the key learning areas: life orientation, numeracy, literacy and computer skills.
“Watching the level of care that the team at the hospital provide is heart-warming. Working with them to look at recovery holistically by providing access to education is an honour. The smiles on the faces of the children who receive mental stimulation and a small link to the familiar element of everyday life through the school programme makes giving even easier,” says Bruce Procter, Fabiani: Head of Business.