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The Black Dog Institute delivers two of Australia’s most recognised fundraising campaigns each year—Mullets for Mental Health and One Foot Forward. Both campaigns rely on merchandise reaching thousands of individual fundraisers, corporate partners and event locations across Australia, all while managing unpredictable, momentum-driven demand.
When Badge of Honour first engaged with the Institute in 2022, the opportunity was to supply campaign apparel. However, the broader merchandise operation was fragmented. Legacy inventory remained with a previous supplier, the organisation managed a 12-category online merchandise store, and production, warehousing and distribution were spread across multiple providers.
Securing the opportunity wasn’t straightforward. After months of persistent outreach across multiple stakeholders, repeated phone calls and emails finally resulted in a conversation with the Head of Finance. Within three days, Badge of Honour secured an initial large engagement. What began as an apparel supply agreement quickly became the foundation for a much broader strategic partnership.
Over five years, Badge of Honour has developed a complete merchandise ecosystem supporting multiple teams across the Black Dog Institute.
Badge of Honour didn't win additional scope through a proposal—it earned it through performance.
Following the successful delivery of the initial campaign in 2022, the Black Dog Institute progressively expanded our responsibilities as confidence in our team grew. Within two months, all legacy merchandise inventory was transferred into our warehouse, and shortly afterwards the Institute consolidated its entire 12-category online merchandise store with Badge of Honour.
To support this growth, we designed and developed a dedicated Shopify e-commerce platform, creating a single, streamlined solution for ordering, inventory management and national fulfilment.
As the partnership matured, additional teams across the organisation engaged Badge of Honour, including Regular Giving, Corporate Partnerships, Implementation, Marketing, Finance and the Luminary Program. Each year we have continued to evolve the merchandise offering through product innovation, introducing new campaign items such as Bucket Hats, Party Dress Shirts, Running Belts, Performance Exercise Shirts and Cooling Towels.
Today, Badge of Honour is far more than a merchandise supplier, we are the Black Dog Institute’s trusted end-to-end merchandise partner.
Over the past five years, the partnership has generated almost $1.2 million in revenue for Badge of Honour while supporting thousands of fundraisers, corporate partners and online customers through a single integrated merchandise ecosystem.
The 2024 and 2025 fundraising campaigns were the most successful in the programs’ history, demonstrating the value of a partnership built on reliability, innovation and operational excellence. What began as a single apparel opportunity has grown into one of Badge of Honour’s longest-standing and most strategically integrated client relationships.
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