Do Good Labs holiday cookies


One of Australia’s biggest mental health initiatives with 27 Million trending snacks made through COVID that had wellbeing messages to educate the public. The public have connected with the project by scanning a QR code (on each snack) to help us donate over $750,000 to local charities supporting those in need. 

  • Recent WHO research during the pandemic has revealed that an extra 20% of the global population is suffering from anxiety and depression directly due to COVID (this is a staggering 1.8 billion people). 
  • After talking to leading mental health charities their biggest concern is the fact that millions are suffering silently.
  • These charities have identified that awareness is the critical initiative needed to help people and to reduce the stigma associated with mental health. 
  • Raising awareness and motivating all of us to identify when a loved one is struggling is vital. Equipping people with the resources to direct them to local services that might help is essential. 
  • This grassroots approach is built on the philosophy that mental health programs and charities can’t help everyone, but everyone can help someone. And the people who identify the first signs of mental health and suffering tend to be those closest- loved ones.

Qantas has joined the initiative by supporting two Do Good branded snacks during peak holiday periods that have inspired passengers to check in with their loved ones at a time the country needs it most.

  • Over the December 22 holiday period two indulgent shortbread cookies (45g) were branded “Santa’s Cookies” in festive colours and wellbeing messaging to inspire over one million Australians.
  • A crunchy yet light shortbread experience infused with Australian native flavours (certified lemon myrtle) and complemented with salted caramel. One side dipped in decadent chocolate and the other drizzled.
  • Passengers helped us select causes close to their hearts and we were able to directly feed 12,000 people in need, support 240 suicide prevention sessions with a counsellor and funded 240 hours of specialised school tutoring sessions for seriously ill children.  
  • Over the April 23 holiday period a themed milk chocolate bunny has been developed with chunky honeycomb inclusions.  
  • The “bunny” inspires people to do good and through the QR code to be part of the donations that go to people in need during the holiday period. 

The success of these two projects is beyond the operational achievement of delivering innovative exclusive products (backed by data) at scale within 8-12 weeks. The true success is the millions of wellbeing messages and tens of thousands of passenger that were engaged and helped donate to people struggling during the holiday season.

At Rifkin Research, we are truly grateful for this unique opportunity and thank the forward thinking team at Qantas for enabling us to reach our mission and deliver impact. 

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