In a trade dominated by high-vis orange and safety yellow, All Ash showed up in pink. Operations Manager Danielle Galea organised a fundraiser for Cancer Council Australia’s Pink Ribbon Day: selling pink high-vis vests across the industry to raise money for breast cancer research. The Herald Sun came out to cover it.
A fundraiser born on the job site
The idea was straightforward. Pink Ribbon Day was approaching, and Danielle Galea wanted All Ash to do something that matched the scale of the cause. She sourced pink high-vis vests — the kind of gear worn every day on an All Ash site and sold them to workers, subcontractors, and industry contacts to raise money for Cancer Council Australia.
It was organised around the operational demands of a working asphalt contractor, with no marketing budget and no PR agency behind it. Just a genuine initiative, run by the team, and picked up by the Herald Sun’s Leader (East) edition covering Melbourne’s eastern suburbs and Yarra Ranges.
The article featured workers from Silvan committing to wear the pink hi-vis on site and support the fundraiser. It’s the kind of story local papers look for: a local business making a genuine effort for a cause that touches people across the community.
Part of the community, not just working in it
All Ash was founded in 2011 and has been based in Melbourne’s Yarra Ranges ever since. The team resurfaces roads, builds car parks, and lays driveways across Greater Melbourne and Regional Victoria, but the connection to the local community goes further than the work itself.
The pink hi-vis fundraiser ran more than once. Dani organised it twice over the years, building on the first campaign and the response it drew from the local community and the industry around it. Repeating a fundraiser that takes real effort to organise is a different level of commitment to a cause than a one-off gesture.
For clients, that matters. The same owners who organised the Cancer Council campaign show up personally at every project. All Ash is not a faceless contracting business. It’s a family-run company where the people making decisions are invested in the work and the community around it in equal measure.
“I thought if we did “pink vest day” everyone would see the vests on blokes working, more people would realise it’s Pink Ribbon Day, and it would raise more money for this cause,”
— Steve Galea, Director, All Ash · Herald Sun, Leader (East), 2014
More about All Ash
About All Ash
Family-owned since 2011. Passionate about every project from the first site visit through to final handover. No layers of management, no hands-off quoting.
Diversity & Employment
All Ash supports structured Indigenous employment pathways and long-term unemployed Australians: a commitment relevant to government and council tender requirements.
Contact All Ash
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