New Albany, OH, 2016-Sep-30 — /EPR Retail News/ — Hollister Co., a division of Abercrombie & Fitch Co. (NYSE: ANF) today (September 29, 2016 ) revealed its 2016 anti-bullying campaign, All Equal. Now in its fourth year, this campaign and educational program aim to raise anti-bullying awareness globally and provide resources for those in need. Since launching the initiative in 2013, the Company has donated more than $1,000,000 to supporting philanthropic efforts, reached over 1,750,000 students, and awarded scholarships to 30 deserving students who have overcome bullying in their own lives.
Brent Rivera, a social media personality, teamed up with Hollister to produce and star in this year’s educational video. At 18 years old, Brent has experienced bullying in school, as well as cyberbullying on social media, and wants to help bring awareness to the important issue. Using relatable situations teens likely experience, Brent’s energetic and engaging video scenarios show examples of how teens today can help prevent bullying. The video also features hit single “Mama Said,” the latest from breakout artist Lukas Graham, which recounts the singer’s upbringing in a marginalized community in Denmark, and how positive and encouraging messages helped him through tough times.
“This partnership and campaign mean a lot to me. ALL EQUAL helps create much needed awareness for the issue of bullying and I was honored to not only help support this initiative, but to have direct input in the type of content that is sent out to schools,” said Brent Rivera. “I think the video will be interesting to middle and high school students and I hope that more teens will start to stand up for what is right and help end bullying.”
The educational video along with a peer-to-peer curriculum, developed by renowned anti-bullying expert and clinical psychologist, Dr. Joel Haber, will be distributed to more than 20,000 schools across the United States, and for the first time, in the United Kingdom. The program is designed to promote inclusivity and respect and provides students with tools they need to prevent and overcome bullying and cyberbullying. The materials are also available on Hollister’s YouTube channel, http://www.youtube.com/hollisterco.
Additionally, Hollister has designed a line of graphic t-shirts that feature inspirational messaging to help raise awareness around anti-bullying. Starting today, September 29th, the t-shirts will be sold in all Hollister locations globally, and online at http://www.HollisterCo.com. All sales from the All Equal collection tees will be donated to efforts that support the health and wellness of kids and teens, with the first $150,000 of sales benefitting No Bully (http://www.nobully.org), a 501(c)(3) non-profit organization that leverages student empathy to stop bullying and cyberbullying. In addition, customers will be able to make a donation or round up their purchase at the register in all US Hollister stores.
Another component of the initiative is a college scholarship program that honors outstanding students around the world who have persevered academically while experiencing bullying, as well as those who have led the fight against bullying in their schools and communities. Through a partnership with the National Society of High School Scholars (NSHSS) Foundation, the company will award 10 renewable scholarships in the amount of $2,500 to students starting college in the 2017 school year. Interested applicants can find out more information at
“As we continue to focus on the teen consumer, we know that bullying and cyberbullying have become an epidemic on a global scale. The profound and lasting impact bullying can have on that demographic can be catastrophic and our hope is that with our program, we can continue to raise awareness and provide students with the tools and resources they need to stand up against bullying around the world,” said Fran Horowitz, President & Chief Merchandising Officer for Abercrombie & Fitch Co. “We are excited to have Brent Rivera join the movement and we know his engaging content will resonate well with our customers. As we enter our fourth year in support of National Bullying Prevention month, we are as passionate as ever about reaching as many students as possible.”
Follow @HollisterCo to stay up to date on campaign details and exciting announcements featuring Brent Rivera throughout October.
About Abercrombie & Fitch Co.
Abercrombie & Fitch Co. is a leading global specialty retailer of high-quality, casual apparel for Men, Women and kids with an active, youthful lifestyle under its Abercrombie & Fitch, abercrombie kids and Hollister Co. brands. At the end of the second quarter, the company operated 744 stores in the United States and 182 stores across Canada, Europe, Asia and the Middle East. The company also operates e-commerce websites at http://www.abercrombie.com, http://www.abercrombiekids.com and http://www.hollisterco.com.
About Brent Rivera
Brent Rivera, a social media personality, has amassed over 23,000,000 supporters over various platforms as a result of his relatable and engaging content. At 18 years old, Brent has experienced and overcome bullying and wants to help bring awareness to the important issue. Through past philanthropic efforts, he raised over $150,000 for anti-bullying campaigns and for education in third world countries. For International Peace Day in 2015, he was appointed Youth Ambassador by the United Nations and teamed up with Justin Bieber and Ellen DeGeneres, reaching over 300 million people. Brent has been a supporter of All Equal in previous years and is excited for the opportunity to impact students around the world.
About No Bully
No Bully® is a US based non-profit organization that trains schools how to activate student compassion to stop bullying and cyberbullying. The non-punitive No Bully System® has created bully-free campuses for over 100,000 students.
Abercrombie & Fitch
Abercrombie & Fitch
Source: Abercrombie & Fitch