“If we are going to do an underwear drive, let’s make it *the* underwear drive,” I said. And with that, we set in motion one of Edmonton's most celebrated donation drives. After a compelling case, my seemingly absurd idea for a name, #DropYourGonch, was quickly approved by Bissell Centre’s leadership. What followed was a wildly successful annual drive that has now been going strong for 8 years. Each year after the first, over 10,000 pieces of underwear, including boxers, briefs, and bras are collected. This drive continues to make a meaningful impact on the community, and I am proud to have been a part of its creation.
#DropYourGonch Underwear Drive
Creative direction, Social Media Strategy, Media + Influencer engagement
Organization: Bissell Centre
Contributors: Scarlet Bjornson, Michelle Ried
Photography: Candace Eliott