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A Cause for Good: Inspired Athletes, Better Communities

Fruitful Group is proud to be supporting Athletes for Hope Australia to create positive impact on local communities.

Athletes For Hope Australia has been founded to inspire and support athletes to discover, connect and engage with social causes that are personally meaningful to them.

Athletes For Hope Australia is the first international chapter for Athletes for Hope which was founded in the United States by Muhammad Ali, Andre Agassi, Mia Hamm and Alonzo Mourning and several other high profile U.S. athletes.


As athletes who share a deep commitment to giving back, these founders joined forces to create an organisation that brings athletes together, to educate, inspire, and empower them to channel their energy for a common goal: to make a difference in the world through sports philanthropy.


In the United States, Athletes for Hope has grown from its original Founders to over 7,000 athletes across 25 sports and many sports leagues, including the NBA, NFL, NHL, MLB, and the Olympic movement. These athletes take part in a “Causeway” program which provides education workshops and subsequently one-on-one guidance for each athlete through their personal philanthropic journey. Athletes for Hope is the largest sports philanthropic non-profit organisation in the United States.


This proven formula caught the attention of sport integrity leaders Iain Roy and Laura Johnston who have co-founded the Australian operation here.


Their purpose: "To inspire and empower Australian athletes to discover, connect and engage with community causes that are personally meaningful to them."

Fruitful Group's Contribution


Part of our support in getting this non-for-profit up and running was developing the Australian brand identity.


Keeping with the US brand, the athlete and symbol of hope remained while we introduced green for Australian athletes affinity with 'green and gold' when representing their country, and also increased the emphasis towards athletes.



Our second contribution was developing the funding deck to support getting all-important funding to kick-start the charity operations.



We then developed the Athletes for Hope Australia website to give them a central point for athletes, sporting organisations, community causes and funding partners to find out more. This is being launched in various stages, but you can check out the live site here.


And finally, Fruitful Group has developed the content and social media strategy and developing the content. You can now connect with Athletes for Hope Australia on Instagram, LinkedIn and Twitter.


"For us the alliance made perfect sense. We are passionate about sport, building athlete profiles, content creation that inspires and making a positive impact," said Fruitful Group Founder, Shelley Tilbrook.

You can support Athletes for Hope Australia by following them on socials, sharing their content or donating via the website. By contributing one donation you are impacting dozens of charities and hundreds in the community.


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