Back-to-School Campaign for The Undie Chest
A comprehensive case study showcasing my role as Content and Communications Manager at a nonprofit organisation dedicated to donating underwear to Title 1 Schools across Arizona.
Overview
A multi-purpose campaign to drive individual donations and engage retail partners in support of underserved youth returning to school.
Objectives
Collect donations to provide Title 1 students with essentials and engage retail partners to donate overstock and returns, or run a drive in their store.
Goals
Raise $10,000 and collect 5,000 pairs of underwear + socks. Serve two districts across Arizona.
Campaign Strategy
& Key Messaging
#1 Ambassador Involvement
I developed a multi-channel strategy to engage retail partners and ambassadors.
Partners were encouraged to create short social media reels sharing why underwear essentials matter and how their customers could participate.
Key assets I created to support this included:
→ Outreach email to partners
→ Landing page hosted on The Bra Recyclers website
→ Social media toolkit + templates
#2 Public Engagement
The campaign primarily targeted parents preparing for back-to-school shopping, with messaging highlighting the impact of essentials on children’s wellbeing and success.
Content assets included:
→ An announcement blog
→ An events page with donation links
→ Social media posts (awareness + donation driven)
Media Outreach +
FOX 10 News Coverage
Press Release &
Outreach Messaging
With only 3–6 hours per week, I maximised impact by creating a press release for the Back-to-School campaign.
I researched and targeted local Phoenix media, drafting outreach messages to key contacts.
FOX 10 Phoenix responded, arranging an on-air interview with the client that coincided with National Underwear Day and the campaign launch, providing significant earned media exposure and amplifying community engagement.
FOX 10 Phoenix Exposure
The FOX interview generated $300 in direct donations for The Undie Chest, and the footage was shared across social media and with retail partners, amplifying exposure and engagement throughout August.
Campaign Outcomes
Donations
→ 14,896 bras + underwear received
→ $5,000 donated
Learning and Insights
✓ Early outreach matters: Partners who received initial communications earlier were more engaged and had time to create higher-quality content.
✓ Ambassador reach is critical: Leveraging The Bra Recyclers’ ambassador network significantly boosted participation compared to relying solely on The Undie Chest’s smaller audience.
✓ Content support increases participation: Providing ready-to-use social media templates reduced barriers for partners and increased the number of posts shared.
✓ Future improvements: Next year, I’d start outreach a month earlier and create a mini “ambassador spotlight” campaign to keep momentum throughout the back-to-school season.