Encouraging Positivity

Client: Hollister
Company: DoSomething.org
Project Role: Senior creative strategist

HOLLISTER — “Cancel Bullying”

Bullying is one of Hollister's core cause areas, and the clothing brand was looking for a new approach to the issue. Knowing the first days of school can be among the most stressful and anxiety-inducing for any young person, we set out to make those initial days friendlier and more beneficial.

Because even one positive interaction can dramatically cancel out multiple negative ones, we helped young people share and post affirmation tear-sheets across their schools to help spread good vibes and counter negativity.

The campaign was highlighted in all of Hollister's US stores, and customers were encouraged to round up their purchases to donate to DoSomething. Giant murals (below) were created in conjunction with Hollister to be displayed outside select stores and raise more attention for the campaign.

Social media influencers and advocates like model and philanthropist Anika Alexa (left) of Anika's Peace Project, and college track athlete and body positivity advocate Micaiah Ransby made custom tear sheets sharing the campaign on their social media channels.

High School Nation, an organization helping public schools advance in music, art, and sports, brought on-the-ground programming and digital elements to more than 50 schools across the country as part of its "Lunch Series" tour.

Musician and trans activist Ryan Cassata created a YouTube video to share with his 80,000+ fans to further raise awareness and attention.