Uber Australia has joined forces with reality star and realtor, Chrishell Stause, for its 2024 Red Cross Clothing Drive campaign, collecting over 80,000kgs of donated clothes across Sydney, Melbourne, Adelaide, Perth and Brisbane within a six-hour window.

The campaign was created by PR agency Poem, with Hello Social leading an influencer program and Essence MediaCom supporting with paid media.

Research commissioned as part of the campaign revealed that 84% of Australians have over $20 billion worth of perfectly good quality clothing untouched in their wardrobes.

The campaign film featured Stause, known for her role in the reality show 'Selling Sunset', as a 'Professional Selling Expert' encouraging Australians to donate, rather than sell, their unused quality outfits. As part of the initiative she donated some of her own iconic looks from the show, which are now available in Red Cross boutiques around Australia.

The funds raised from sales of Stause’s donations, alongside the rest of Australia’s, will support vulnerable Australian communities impacted by the cost of living and natural disasters.

Head of Marketing for Uber ANZ, Nicole Bardsley, said: "In it’s sixth year now, Uber’s annual Clothing Drive for Australian Red Cross has a strong legacy, and the quantity of donations this campaign drives every year is just phenomenal. We’re proud to be able to use our tech for good, but this year we wanted to take things a step further by encouraging Australians not just to donate quantity - but quality too.

"People often sell their quality clothes, which means charities like Red Cross are left with lower quality, harder-to-resell donations. Chrishell was the perfect ambassador to communicate that message for us - she has an authentic connection to the cause and a wardrobe filled with high quality clothes ready to be donated. Plus her rising cultural cachet in Australia has earned this campaign the attention it deserves."

Director of Marketing & Communications at Australian Red Cross, Kira Reed, said: "The success of this Clothing Drive goes beyond the numbers; it signifies a collective commitment to supporting communities in need. We are grateful for the multi-year partnership with Uber that has allowed us to reach new heights and make a significant difference. The Australian community is a generous one, and despite cost of living placing constraints on some people's ability to financially donate, they’ve dug deep and their pre-loved clothes will now contribute to successfully helping those in need."

Managing Partner at Poem, Katie Raleigh, said: "We recognised the importance of this legacy campaign, we needed a strategic concept that would not just capture the attention of Australia, but more importantly, change the way Aussies donate to the Red Cross. Uber is synonymous with choosing culturally-relevant talent and approached us with an ambitious goal to repeat success again, but with an earned-first approach at the heart of the idea. Our team was dedicated to uncover a talent that was connected to Australian culture but also related to a ‘donate better’ attitude and had their own authentic story to tell which allowed us to leverage across earned, owned and paid channels effectively."