Dove Hospice & Wellness - Sustainability Projects
“Working with local charity Dove Hospice & Wellness reinforced my belief in the power of secondhand shopping. Buying secondhand has so many benefits—it keeps quality garments in circulation, reduces waste, and contributes to a more circular economy, all while making a meaningful difference in people’s lives.”
At Dove Hospice & Wellness, I had the opportunity to lead and coordinate several sustainability-driven initiatives that reinforced the positive impact of secondhand shopping. My role encompassed overseeing marketing, communications, and e-commerce strategies, while also fostering valuable community and corporate partnerships. I spearheaded innovative projects that promoted circular fashion and raised funds for Dove's vital services, such as the ‘Shop Second Hand!’ marketing campaign and the ‘Fashion Hacktivism’ collaboration with AUT students. These efforts not only helped to amplify the message of sustainability but also showcased the power of collaboration for good, involving local creatives, media, and businesses to raise awareness and create lasting change in the community.
PROJECTS
‘Shop Second Hand!’ - Marketing Campaign – A city-wide secondhand shopping campaign created at no cost to Dove Hospice & Wellness, thanks to generous grant funding and in-kind support. We secured a grant to cover advertising on two Auckland buses and gained free digital promotion from Ooh Media, GoMedia, and Lumo Digital across inner-city billboards. Local publications backed the campaign with three full-page print ads and extensive digital coverage, all at no charge to Dove. The campaign’s creative team—including a creative director, photographer, four models, makeup artist, and assistant—donated their time to bring this initiative to life, amplifying the impact of secondhand shopping while raising awareness for Dove’s vital work.
‘Fashion Hacktivism’ – AUT Upcycled Student Project & Fashion Show – A collaboration with AUT, where second-year fashion students transformed Dove’s textile waste—T-shirts and shirts—into innovative new designs. The project culminated in a sold-out fashion show at Kings Plant Barn on Lunn Ave, with models provided by Belle Models and hair and makeup done by Cut Above Academy, all at no cost. Guests enjoyed a secondhand market, drinks, and nibbles, alongside a Q&A with preloved fashion advocate Jess Raffills from The Finders Life. The event was supported by Good Magazine, Viva, and Verve, with gifts from Vanish, Verve Magazine, Regal Drycleaners, and The Fabric Store, reinforcing the message of fashion circularity and conscious consumption.
‘Stitch It’ – Mending Workshop Series – A collaborative workshop series led by a member of Dove Hospice & Wellness and a representative from Fashion Revolution New Zealand, teaching practical hand-stitching techniques to help garments last longer. The workshops encouraged mindful consumption and better-quality donations to charities like Dove. Across four sessions—including one during New Zealand Fashion Week—we welcomed around 70 attendees in total. The series received fantastic engagement and was even featured on One News, raising awareness of sustainable fashion practices within the local community.
Impact Reporting - I led the development of Dove Hospice & Wellness’ first Impact Report, showcasing the organisation’s social and environmental contributions through its secondhand retail model. This report highlighted Dove’s role in funding hospice care, reducing textile waste, and promoting circular fashion. By gathering data and crafting a compelling narrative, I helped demonstrate the tangible impact of resale in supporting both community well-being and sustainability.
‘Karen Walker x Dove Hospice & Wellness’ - Vintage Knitwear Pop-Up - This pop up event ran annually for five years, hosted in Karen Walker's Newmarket store. Preloved garments were handpicked by Karen from Dove’s donations, dry cleaned by Regal Drycleaners, and showcased for sale over the weekend. Each event raised approximately $3,000, with all time and resources donated to Dove, supporting their charitable work. Additionally, invaluable free promotional support, from the Karen Walker team and local publications, was provided each year, raising awareness for Dove’s services and secondhand stores. This collaboration highlighted the value of preloved fashion while connecting the community to sustainable fashion and raising funds for those in need.
