Brand Tone

Inspiring and Hopeful, Compassionate and Empathetic, Urgent and Action-Oriented, Educational and Informative, Positive and Engaging, Grateful

Brand Values

• •Nourishment
• •Anti-Waste/Sustainability
• •Community and Connection
• •Dignity and Respect
• •Education and Empowerment
• •Innovation
• •Impact
• •Boldness and Courage

Best Practices

• •Balance Urgency with Hope: While highlighting the seriousness of food waste and insecurity, always offer a sense of hope and actionable solutions to empower the audience rather than overwhelm them.
• •Foster a sense of community and collective effort.
• •Focus on the positive outcomes.
• •Emphasize that the work is a collective effort.
• •Highlight the impact and tangible difference made in people's lives.

Social Perception

OzHarvest is widely perceived as a leading, reputable, and highly effective food rescue organization in Australia. It's seen as a vital service, especially during times of increased economic hardship and cost-of-living crises. Initiatives like the OzHarvest Market are viewed as innovative and compassionate. There's strong community support evident through volunteering and donations.

Copy Examples

• •Nourish our Country.
• •With your help, we can reach more vulnerable Australians and build a stronger, more resilient food system for everyone.
• •Together, we're creating a brighter, fuller future.
• •Use It Up campaign to reduce household food waste.
• •OzHarvest Market: take what you need, give if you can.