Broadmeadows based business Underworks is running its annual ‘I Give A Sock’ campaign.
For every post shared on Instagram, either via a user’s feed or story, the retailer will donate a pair of socks or an essential clothing item to those in need.
As part of the campaign, the business has 20,000 pairs of socks ready to donate, along with other essential clothing items like underwear and thermal under layers.
The undergarments are being distributed through charity partners, including The Salvation Army, Foodbank Victoria, Lighthouse Foundation and Thread Together.
Tens of thousands of Australians are currently experiencing extreme poverty, with the nation’s cost-of-living crisis making many feel financial stress.
New figures show that 93 per cent of people who reached out to The Salvation Army for help in the past 12 months struggled to afford basic living necessities, including paying for essential costs such as housing, food, utilities, health and fuel.
According to Thread Together, more than 3.5 million people do not have access to essential clothing, which equates to around 1 in 8 adults and 1 in 6 children.
Thread Together chief executive Anthony Chesler said the charity is all about protecting the planet and providing dignity to those within it.
“The need in the community continues to rise and essential items such as underwear and socks are important steps to feeling more dignified,” he said.
Underworks chief executive Sam Todaro said the campaign runs every year in July, with over 30,000 pairs of socks donated in the past 12 months alone. This year’s theme is focused on paying it forward.
