Delivering Over 1 Million Vaccines Through COVAX

Cotton On Group


A global partnership with UNICEF to vaccinate the world against COVID-19


Cotton On Group (COG), one of Australia’s largest global retailers, is loved by consumers in more than 20 countries worldwide. In pursuit of a better tomorrow for everyone, COG created “The Good,” a constantly evolving journey to fulfill its purpose, which focuses on creating meaningful social and environmental change for current and future generations. “The Good” has come to life through COG’s pioneering sustainability and ethical sourcing programs and the Cotton On Foundation, which has raised over A$120M since 2007 for vulnerable communities worldwide.

COG’s efforts to make a difference kicked into high gear during the COVID-19 pandemic. The group leaned into its purpose-driven business values and philanthropic vision to create real change for those who needed it most, enabling and empowering their customers and team members to contribute to the global pandemic response.

COG became the first global retailer to launch a partnership with UNICEF to deliver COVID-19 vaccines through COVAX to vulnerable communities around the world. To reach its goal of providing 1 million vaccine doses, COG set up a global fundraising campaign, donating 100% of proceeds raised through the sale of a limited-edition collection of Cotton On Foundation products — including masks, tote bags and water bottles — that conveyed a message of hope, positivity and solidarity when the world needed it most.

WE worked with COG to announce the partnership to the world and drive customers in-store to help raise the much-needed funds that would support the delivery of COVID-19 vaccinations, diagnostic tests and treatments.



Using an insights-led model, WE assessed the ever-evolving consumer sentiment toward the world’s pandemic response, ultimately fostering a dialogue of positivity and action that demonstrated a tangible way to empower consumers to support those in urgent need.

WE took a collaborative approach to drive awareness through a robust content and media relations strategy, working closely with key UNICEF and COG stakeholders and advocates to cascade the news across primetime broadcast, radio and metro news outlets throughout Australia, New Zealand, South Africa and the U.S. The program was supported by a social and digital campaign led by COG’s communications team in partnership with WE.

In addition to driving fundraising sales, the program also utilized COGs executive leadership to highlight its people-first approach to business and position COG as making yet another step in its ongoing philanthropic commitments.



The program saw one in every four customers support the fundraising efforts, enabling COG to exceed its target and deliver 1,037,198 doses to the world’s most vulnerable and remote communities, including Indonesia, the Philippines, South Africa, Uganda and Vietnam, and raising A$2,247,983, surpassing the original target.

The campaign’s media relations strategy across Australia, New Zealand, South Africa and the U.S. delivered 67 pieces of coverage and over 35 million earned media impressions from outlets that spoke to COG’s target audiences, including Channel 10’s “The Project,” Channel 7’s “The Morning Show,” The Australian, Sydney Morning Herald, and The Age.  

The Drum Awards for Social Purpose 2021 recognized COG and UNICEF’s partnership with its Highly Commended award in the Best Brand/Charity Collaboration category.


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