As part of Dickies’ commitment to championing the dignity of work, in September the workwear brand launched its latest multimedia marketing campaign, United By Good Work. Building upon 2020’s United by Inspiration campaign, which reflected the world’s state of isolation and a craving of unity through inspiration, this year’s United by Good Work celebrates joy and hope as communities come together again by shining a light on the good work that has been accomplished and the good work to come.
One such community project is The Grove DIY in South East London. Through exclusive video content, a candid tour of the former pub car park, which has been vacant and overgrown for nine years, will spotlight its evolution into a true DIY skatepark. It is a collaborative community hub that has thrived since the COVID pandemic hit and lockdowns ensued. Those passionate about its existence have overcome adversity to ensure its future; if not for the long-term, it has avoided what seemed like an imminent demolition. An unused eyesore has transformed into somewhere that will provide a legacy within the community.
“A lot of skateparks and councils ask for lots of money and we’ve done it [all] off our own backs. The donations came because people started realising we’re paying for all of this [ourselves] which is amazing because it shows that people care… We’ve already been given so much so it’s great that we can help give back by doing lots of events and give back to the community who’ve let us stay here and use their space.” – The Grove DIY.
United by Good Work is a multi-platform marketing campaign that includes global digital, social media and custom content that personifies communities doing good work.