General Pants Co. Partners With Black Dog Institute To Launch Gen Z Campaign STAY BOLD

General Pants Co. Partners With Black Dog Institute To Launch Gen Z Campaign STAY BOLD
SHARE
THIS



General Pants Co. has partnered with Black Dog Institute to launch world-first Gen Z initiative STAY BOLD, leveraging leading research to drive meaningful change in mental health amongst youth.

The unique partnership will harness General Pants Co.’s long-established connection with Australia’s youth and Black Dog Institute’s world-class research and leading experts.

The STAY BOLD initiative will launch in conjunction with Black Dog Institute’s largest research project, the 5-year Future Proofing Study, which will engage up to 20,000 Year 8 students. The study will leverage the use of smartphones to understand what triggers the development of mental illness in young people and identify prevention measures against the emergence of mental health problems.

General Pants Co. CEO Sacha Laing says the partnership was inspired by the brand’s new positioning LED BY NONE, which involved extensive community research to uncover what is important to Gen Z.

“This generation feels passionately about mental health. They want to talk about it. They want to be heard. We came away from this research with the view we had a bigger role to play,” he says.

“We knew we had a responsibility to our community and 1,000+ Gen Z team members to do something more impactful than just a moment. We are committed to constantly moving forward, learning and evolving, to drive sustainable change.

“We want to place the conversation right at the heart of youth culture and use the STAY BOLD initiative to positively impact how both our customers and team feel and respond to mental health.”

STAY BOLD will not only support the Future Proofing Study throughout the 5-year period but will also leverage the findings to drive awareness within the community in real-time.

October marks Mental Health Month, providing the perfect opportunity to launch the partnership.

“We’re excited to announce the partnership with General Pants Co. to help support the mental health of Gen Z across the brand’s community, and empowering them to shape the discussion about their future,” says Karen Elliff, Director of Fundraising and Development at Black Dog Institute.

“During adolescence, 50% of mental health problems emerge and that’s why the funds raised through this partnership will go towards the research for The Future Proofing Study.

 

 

Please login with linkedin to comment

black dog institue General Pants

Latest News

Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.