General Pants Co. will launch its new ‘GIVE IT’ initiative this Friday 12 November to support vital mental health research.
The Australia and New Zealand-wide initiative will be launched as part of the youth retailer’s Christmas campaign ‘GIFT PLACE’ and will encourage buyers and the broader community to give back this silly season.
100 per cent of donations raised will go directly to The Future Proofing Study, The Black Dog Institute’s five-year research program which aims to leverage scientific research to assist young people living with mental health problems.
To kickstart ‘GIVE IT’, General Pants Co. will donate one dollar from every purchase.
“To celebrate the season, there’s no better time to give back and support our community,” said General Pants Co CEO, Sacha Laing (featured image).
“General Pants’ donations this weekend will kickstart the fundraising drive under the campaign’s key message, ‘GIFT IT KEEP IT GIVE IT’ and will be encouraging the community to donate what they can throughout the Christmas period.”
‘GIVE IT’ follows General Pants Co.’s ‘ALL IN’ initiative which raised $50,000 for The Black Dog Institute in October, encouraging the community to walk in solidarity for those struggling with mental illness.
“Core to our long-term partnership with The Black Dog Institute is placing the conversation on mental health at the heart of youth culture,” says Laing.
“As a business, we have a responsibility to our teams and community to help drive both immediate and long-term positive change in this space.”
The ‘GIVE IT’ initiative will continue to the end of year with all donations via General Pants Co. instore and online going direct to The Black Dog Institute.
