Prime Video partners with Barnardos Australia to launch Empower With Flowers charity initiative

Twenty dollars will be donated from each purchase and matched by Prime Video in Australia, thanks to the series The Lost Flowers of Alice Hart.

Prime Video, in partnership with Barnardos Australia, announced the launch of the charity initiative “Empower With Flowers,” encouraging Australians to gift a bouquet of native flowers.

Every bouquet purchased from supporting partner Floraly will help empower women escaping domestic and family violence, by supporting Barnardos Australia in providing safe houses, counselling, and legal aid.

Twenty dollars will be donated from each purchase and matched by Prime Video in Australia, thanks to the Amazon Original series The Lost Flowers of Alice Hart, which is a compelling story of female resilience, friendship, and the power to overcome tragedy.

The “Empower With Flowers” initiative was inspired by the language of flowers used in Holly Ringland’s debut novel and the Amazon Original series The Lost Flowers of Alice Hart to communicate messages of love and hope.

Launched to coincide with the finale of the series on September 1, the “Empower With Flowers” campaign will be live until September 30 on Floraly, with flexible delivery dates on all orders. Every flower delivery will include an illustrated card explaining the initiative and inviting the recipient to continue to empower women by sending a bunch of natives to a friend.

Hushidar Kharas, country manager Prime Video Australia and New Zealand, said: “The ‘Empower with Flowers’ campaign is an important initiative in partnership with Barnardos Australia and Floraly. Australian Original series The Lost Flowers of Alice Hart was a passion project for the team at Prime Video who wanted to do more and help support women and children faced with difficult circumstances.”

“At Prime Video we are committed to supporting local organisations like Barnardos Australia to help raise awareness of issues surrounding family and domestic violence. We hope that through the act of gifting a beautiful bunch of native flowers, it will help someone in need as a result from this initiative.”

Deirdre Cheers, Barnardos CEO, said: “Powerful storytelling has the ability to bring to life the extraordinary impact that domestic and family violence has on childhoods.

“Barnardos are thrilled to be partnering with Prime Video and Floraly to honour Australian series The Lost Flowers of Alice Hart by supporting families to be safe and free of violence. A gift of Floraly natives can help us tell a new story about families that can recover and thrive.”

Tristan Sender, CEO of Floraly, said: “The team at Floraly is passionate about supporting causes like this, which have the power to make a real difference in peoples’ lives.”

“People have always shown one another love and support through the gifting of flowers, and thanks to the ‘Empower With Flowers’ initiative, they’ll also be able to help raise awareness about the devastating impact of domestic and family violence in Australia.

“By supporting Barnardos with a $20 donation from each natives bouquet sold, we hope we’re able to help empower women who’ve experienced domestic violence and make a positive impact on their lives.”

Gift a Bouquet


As first published in Media Week.

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