True shifts charity shop perceptions in ‘Nothing New for Good’ campaign for Mercy Hospice

From hidden gems to fashion statements and lives lived in every seam, NZ indie agency True has brought the stories of pre-loved clothing to life in For Mercy’s latest campaign.

For Mercy’s second-hand stores are one of the main drivers of fundraising for Mercy Hospice. But despite the quality of donations and the impact behind every purchase, for some shoppers the stores were seen as outdated and not worth the rummage.

So, following a vibrant new design refresh from the team at Thoughtfull, True worked with For Mercy on a brand campaign that repositioned the stores as a genuine must-visit for style seekers.

Enter the new platform: Nothing New for Good.

Challenging the pull of fast fashion, the platform shifts mindsets from always needing the latest to instead taking the time to renew, recycle and refresh – giving pre-loved clothing a second life, and supporting a good cause in the process.

The agency teamed up with NZ fashion legends Dan Gosling and Dan Awha, with support from Imogen O’Neill and the team at Public Library, to intentionally target up-and-coming stylists by hosting an exclusive one-off styling workshop event showcasing For Mercy pieces.

Says Debbie Currie, Group Business Director, True: “For Mercy is filled with absolute gems – quality secondhand clothes that are often overlooked. The platform Nothing New for Good is about taking a stand against fast fashion, shifting perspectives, and proving that style with meaning is the future in fashion. We’re super appreciative of the community that rallied around this event and campaign – an army of advocates, for Mercy.”

Staying true to the theme of upcycling, True, with the help of talented photographers Taarika Orange and Isobella Tur, captured high-end fashion photography of the finished looks by the attending stylists, turning real For Mercy-thrifted items into hero visuals for the post-event campaign.

Every piece tells a story, anchored by striking fashion photography and storytelling. The campaign created a world of good that increased store footfall and grew revenue, helping continue the great work Mercy Hospice provides to those in need.

Says Anna Baird, Head of Communications, Fundraising, Retail, Volunteering, For Mercy: “Despite positive trends in secondhand shopping, our stores were feeling invisible and weren’t connecting with our potential customers. Reduced revenue through the tills is really felt within the communities we serve. Without the rebrand and dedicated marketing efforts by our fabulous partners, Thoughtfull and True, we would not have grown to +15% sales. We’re so excited to continue this journey to becoming known as the place to go for vintage and secondhand finds.”

The message was clear: Saving fashion. Saving style. Saving For Mercy.

Head on in to shop at the nine For Mercy stores around Auckland

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