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Women’s charity set to gain up to $50,000 thanks to Aussie women and My Special K

Want to gain confidence? Happiness? Joy? Declare your gain on and lock in better futures for all

Dec 20, 2012

With the New Year just around the corner, My Special K has committed to turning negative New Year’s resolutions into positive aspirations, by urging Australian women to focus on everything they have to gain, rather than what they’ve got to give up.

To help inspire a move towards positive thinking, My Special K has pledged to donate up to $50,000 to renowned women’s charity Dress for Success ANZ with $1 being pledged for every declaration received throughout the month of January* at

On ‘National Gain Day’ Thursday, 3 January 2013 – the donation amount will double to $2 per gain declared on that day.

Altogether, the My Special K Declare your Gain campaign aims to raise as much as $50,000 for the charity which helps women faced with challenging situations to gain confidence, success, self-assurance, strength, happiness as well as so much more.

Dress for Success starts by providing women with new business wear, accessories, and hair and make-up advice, as well as employment and lifestyle tips. Training and networks of friends provides those less fortunate, the opportunity to look good, feel confident and achieve success in both work and life.

The funds will help women around the country realise the power of combined positivity. Recent studies have shown a positive approach to can also lead to greater wealth and success.  Women have also said that they are more successful in realising their New Year’s goals, when they take a positive approach to it.

Megan Etheridge, Founder and Chair of Dress for Success Sydney, one of four affiliates in Australia, said that thinking positively can transform women’s lives.

Etheridge said: “We meet women everyday who feel that they don’t have the confidence to achieve what they want. Once we’ve boosted their self-esteem with a new suit or outfit and introduced them to a network of friends and women who understand them, we begin to show them that the world is their oyster and they begin to experience all these amazing opportunities they’d never imagined before.”

“The My Special K Declare Your Gain campaign will really help women around the country. We want Australian women to bond, share their New Year’s Gains online and help others reach their goals too!”

Sue Lewis-O’Halloran, Dress for Success Regional Director for Australia and New Zealand said, “Helping women think positively about themselves is the first step to achieving their own picture of success. At Dress for Success, the suit is just the start – it’s the confidence boost that propels women out the door and into a better life.”

Kate Harris, My Special K spokesperson, said the team wanted to spread the power of positivity to even more women around Australia.

Harris said: “We believe that when we set positive goals for the New Year, the more happiness and confidence we get when we achieve them. By teaming up with Dress for Success, as a united front, we’re giving women the ability to really make a difference, not just in their own lives, but in others’ lives too.”

The My Special K Declare Your Gain campaign invites Australian women to share their gain in 2013, and start the year strong by registering for the free eating and exercise plans available on the My Special K website.

For every New Year’s Gain that women declare through the website throughout January 2013, $1 will be donated to Dress for Success*, a charity which helps to empower women and allows them to feel more confident in all areas of life.

*For each declaration received by Kellogg (Aust) Pty Limited between 1 January 2013 and 31 January 2013, Kellogg shall donate $1 to ‘Dress for Success’ (up to a total amount of $50,000).  Please contact our Consumer Service Centre on 1800 000 474 if you would like further details.

For more information about the My Special K Declare your Gain campaign please visit:

Quick tweet: 
@Kelloggs_AU #myspecialk #declareyourgain #dressforsuccess
@Kelloggs_AU I wish to #gain confidence and happiness in 2013 #mypecialk #declareyourgain

Get social:
Twitter  #declareyourgain #myspecialk #dressforsuccess

For interviews or media information please contact:
Georgia Hartigan 02 9667 4211 or 0419 620 866
Prue Semler 02 9667 4211 or 0404 099 967

About Dress for Success
Dress for Success has four affiliates currently operating in Australia: in Sydney, Brisbane, Melbourne and Mornington Peninsula. Each one is a registered charity that assists disadvantaged women into employment by providing interview-appropriate attire, accessories and advice.

Through its innovative, volunteer operated programmes, Dress for Success improves the employability of women by increasing their confidence and restoring dignity. Once women get the job, we help them keep it – over 75% of women in our job retention and leadership programmes are still employed after one year.

Since 1997, Dress for Success has served more than 650,000 women around the world. Each year we reach more than 65,000 women in the United States, Australia, Canada, the United Kingdom, New Zealand, Australia, the Netherlands, Mexico, Poland, Portugal, Ireland and the West Indies.

1 US Proceedings of the National Academy of Sciences, 2012


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