It’s all about the simple things in life, and sometimes that is a pair of socks and jocks. Narrabri Shire Council has recently launched a new retail attraction campaign with a cheeky twist for a very serious issue at hand.
Despite being one of Australia’s top cotton-producing regions, residents of Narrabri Shire can not even buy basic, affordable cotton essentials like bras, socks or jocks in their own town, council said as part of its newly-launched retail promotion.
On Tuesday night, council and community members gathered at The Exchange for the retail campaign launch. The message is clear – Narrabri is calling for a major retailer to set up shop in town and #BringBackOurSocksAndJocks.
Narrabri Shire Council small business liaison officer Gillian Goddard is at the heart of this campaign, with ongoing support from members of council. Economic development officer Bill Birch, mayor Darrell Tiemens and general manager Eloise Chaplain have all been banding behind Gilly in this initiative.
Cr Tiemens shared that the campaign is about more than socks and jocks, it is also about closing the retail gap between regional and metro areas.
“It’s time retailers recognised the growing need in regions like ours. Narrabri Shire produces cotton that clothes the country, yet our families are driving hours just to buy socks and undies. We’re not asking for luxury – we’re asking for basics,” Cr Tiemens said.
Beyond attracting more retailers to Narrabri, the council hopes the campaign will spark a larger national conversation about access and equity.
“Narrabri grows the nation’s fibre, quite literally. So, the idea that we can’t even buy socks and jocks in town? It’s laughable,” Cr Tiemens said.
Council also stated the fact that Narrabri Shire is home to nearly 13,000 people and generates an annual economic output of almost $6 billion. As well as supporting 6900 jobs in the production of key industries including cotton, grain, wool, beef, coal mining and gas.
Council’s general manager Eloise Chaplain expressed all of the attributes Narrabri has to offer and why we do have the best location for a major retailer.
“As an economically strong and resilient community, we are more than contributing to the nation’s bottom line,” Eloise Chaplain said.
“We have a stable workforce, a growing population, and a 20-year rezoning strategy to deliver 2100 new homes and a vibrant new CBD centre. This is the ideal environment for a major retailer ready to expand.”
After the speeches, Ms Goddard gave the crowd a screening of the new promotional video. This puts the problem into a humorous context with locals forced to take the drastic steps in making their own clothes from the ample raw cotton available – quite a metaphorical statement.
The promotional video has recently been posted on the Narrabri Shire Council Facebook page as well as The Courier’s social media channels.
Council has urged the community to share it around in hopes of reaching out to a wider audience.
“We’ve had a bit of fun highlighting the issue, but the message is serious: it’s time for a major retailer to come back and support us,” Cr Tiemens said.
Stills from Narrabri Shire's retail campaign
