The teaming by Officeworks with The Smith Family as part of their Back To School promotion is smart. People will see it and automatically think that by shopping at Officeworks they are helping needy kids with school supplies.
The collateral I saw in-store at an Officeworks yesterday provided no details. Indeed, it looked like a request for shopper donations to the campaign. But shoppers will not think about this.
The connection by Officeworks of the BTS season with a charity is smart as it plays into the social responsibility / charity pitch we see so much now.