Cotton On’s philanthropic arm, Cotton On Foundation, has partnered with US-based non-profit Born This Way Foundation, founded by Lady Gaga and her mother, Cynthia Bissett Germanotta to raise US$5 million for global mental health.
“We’re honoured to partner with Cotton On Foundation for our first global campaign amplifying our mission to build a kinder, braver world together,” said Lady Gaga. “We are constantly working to uplift the stories of young people worldwide, and through this partnership, we invite everyone to practice kindness and learn how to better support one another. Our research tells us that kindness is one way we can support each others’ mental health.”
The two organisations came together to create a range of limited-edition products available from now to 10th October 2023, with Cotton On donating 100% of the net proceeds to Born This Way Foundation, making Cotton On one of the biggest corporate contributors to global youth mental health resources and support in 2023.
Customers can purchase items including caps, T-shirts, tote bags, stationery, and a denim jacket online and in select stores globally. The ‘Kinder, Braver, Together’ product design was inspired by Born This Way Foundation’s mission of supporting youth mental health and working with young people to build a kinder, braver world. An ethos shared by Cotton On Foundation on their journey to create a world where everyone can thrive.
“Cotton On’s purpose is to make a positive difference in people’s lives, and it is partnerships like this that will deliver significant impact on a global scale. Recently, our team and customers told us that mental health was increasingly important to them and our foundation set out with the commitment to help 10 million people gain access to mental health services. Born This Way Foundation, an organisation that shares our values, is a critical partner in making this goal a reality,” said Peter Johnson, CEO of Cotton On.
Cotton On Foundation and Born This Way Foundation aim to impact young people globally and ignite a transformative movement that prioritises mental health and gives younger generations the tools to take action. With one in seven young people aged 10-19 worldwide experiencing mental health challenges, particularly depression and anxiety, and many unable to access support services, this partnership seeks to increase community-based mental health resources for young people and foster kinder communities, leading up to World Mental Health Day on 10th October, 2023.