Target: Abercrombie and Fitch CEO, Mike Jeffries
Goal: Thank a popular fashion store for selling empowering anti-bullying t-shirts and contributing to organizations against bullying
An American clothing retailer that is known for its shocking and often-times discriminatory fashion slogans is now selling clothing items with empowering and motivating messages on them instead. Abercrombie and Fitch has announced a line of graphic tees for men, woman, and children aimed to raise anti-bullying awareness. Along with other organizations and celebrities, they plan to launch a nationwide campaign to combat bullying.
Abercrombie and Fitch has teamed up with the nonprofit No Bully and renowned anti-bullying experts to advocate for its new “Are you an Ally?” campaign. No Bully dedicates itself to implementing anti-bullying programs at schools all over the United States. It is also enlisting the help of stars from the popular ABC Family teen show Pretty Little Liars to take part in its anti-bullying awareness campaign. It has already made a YouTube video to support and increase its audience’s awareness of National Bullying Prevention month.
On top of its campaign efforts, Abercrombie and Fitch is donating $150,000 from the sales of the t-shirts to No Bully and the rest of the proceeds to other anti-bullying organizations. Abercrombie and Fitch is encouraging students to increase awareness for bullying and methods of prevention. The line of t-shirts has positive messages, such as “Be Yourself” and “Stand Strong,” which are a stark contrast to some of their other controversial slogans. Nevertheless, this new campaign is a welcome and refreshing change for the notorious clothing retailer.
Please sign this petition to thank Abercrombie and Fitch for campaigning for bullying prevention.
Dear Mr. Jeffries,
Abercrombie and Fitch is well-known for its racy and controversial marketing slogans, for which you have faced a lot of backlash. Now you have decided to embark on a great campaign with the nonprofit No Bully to spread awareness about the horrors of bullying in schools. We applaud you for taking on a worldwide issue that so many children have to deal with every day.
Shirts with optimistic and encouraging messages such as “Be Yourself” will surely be embraced by the public. Teenagers and young children need a brand that they feel is standing up for them. We appreciate the work you are doing to end bullying and harassment.
[Your Name Here]
Photo Credit: Urizzato via Wikimedia Commons