On Our Sleeves and Abercrombie Kids

abercrombie kids, a division of Abercrombie & Fitch Co., announced the launch of its "Kind Crew", a team of six kids enlisted to inspire other young people and spread kindness through various on-the-ground and digital activations. Kids are encouraged to replicate the dance and post to their own social media accounts, or ask to share on their parents' accounts - all in an effort to spread joy and give back. For every dance post using #PlayItForward on Instagram or Facebook, abercrombie kids will donate $1 to On Our Sleeves * to help remove the stigma surrounding children's mental health. While noteworthy for their own individual talents, each member of the Kind Crew was selected because they embody kindness in their own lives, spreading messages of acceptance, authenticity and positivity wherever they go. The Kind Crew initiatives will aim to make the world a more compassionate, understanding and kind place. To support this, abercrombie kids will also benefit several organizations dedicated to children's wellness, beginning with On Our Sleeves(TM), the movement to transform children's mental health. Started on World Mental Health Day in 2018, the On Our Sleeves movement, which is spearheaded by Nationwide Children's Hospital In Columbus, Ohio, offers free online content and resources for families navigating mental health issues, spreads awareness to fight the stigma, and provides support for accelerating children's behavioral health research at Nationwide Children's. In addition to the #PlayItForward dance challenge, abercrombie kids will continue to support On Our Sleeves with a round-up program through May. In the US, for every abercrombie kids purchase made in store or online, customers will be able to round up their purchase to help provide additional support for the movement's important work. Connect with Amanda Dove on partnership opportunities with your brand or organization on initiatives with Nationwide Children's Hospital.
Partnership Opportunity:
On Our Sleeves/Non-Profit Organizations
The Kids Mental Health Foundation
Abercrombie Kids /Fashion
Adults 55+
Adults 45-54
Adults 35-44
Adults 25-34
Adults 18-24
Kids (6-11)
Promotional Elements:
Branded Content
Media Elements:
Celebrity Appearance / Endorsement
Influencers / Brand Ambassadors
Micro site
Created On:
Last Modified on:
Amanda D
Amanda D National Director, Strategic Partnerships The Kids Mental Health Foundation

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