BRANDS > BULLIES
Brands engage in anti-bullying initiatives
Millennials and Gen Zs are all too familiar with bullying, and each generation has taken steps in their own way to try to prevent it. Brands are also joining in the fight against bullying by promoting kindness campaigns and taking action to help young consumers feel like they belong.
Coinciding with its “Carpe the Fit Out of Denim” line, Hollister is promoting a #CarpeNow campaign that delivers an anti-bullying message and encourages kindness. The brand brought music artists Khalid and Noah Cyrus onto the campaign and is partnering with the Sit With Us app, which was developed by a 16-year-old to help fellow high school students find a welcome place to sit at lunch. As young adults not much older than high school students themselves, both Khalid and Cyrus joined Hollister because they can recall the effects bullying has on peers.
Diesel turned haute couture into Hate Couture for its socially conscious collection tackling online bullying. The campaign for the streetwear brand features many famous faces including music artists Nicki Minaj and Gucci Mane, actress Bella Thorne, and South Korean celebrity Yoo Ah-in. Each celebrity co-designed a T-shirt for the collection using a hateful message they received on social media, like “the bad guy” and “not cool anymore.” A portion of the proceeds from Hate Couture will go toward anti-bullying initiatives through Diesel’s Only the Brave Foundation, the brand’s non-profit.
Expanding on its #KissAndMakeUp online campaign, launched in 2016, Tarte Cosmetics took the show on the road this year. The brand is visiting middle and high schools across the country this October for National Bullying Prevention month. In addition to encouraging kids and teens to comment kissing emojis on posts they see on social media that have mean comments in order to drown out the negativity, the new campaign presents calls to action that they can take IRL to prevent bullying as well as explaining the detrimental effect that it can truly have. Students also hear from social media influencers, participate in kindness activities, and receive Tarte swag.