Hollister launches anti-bullying campaign for back-to-school season

Fashion brand Hollister is focusing on eliminating bullying this back-to-school season, with a new partnership.

The teen label, which is a division of Abercrombie & Fitch Co., has teamed up with the organization DoSomething.org to launch ‘Cancel Bullying,' a campaign designed to fight bullying with positivity. 

The initiative encourages students to print off positive affirmation tear sheets and post them around their schools to help spread good vibes and counter negativity. Hollister will promote the campaign in its stores and donate the proceeds of a special, limited-edition collection to DoSomething.org, up to the amount of $25,000. It is also working with the organization High School Nation (HSN), whose ‘Lunch Series' tour, designed to encourage students to take action against bullying, will head to 50 schools in the US.

Hollister shoppers in the US will be given the option of pitching in for the cause by rounding up their in-store purchases to support DoSomething.org and its anti-bullying campaigns.

"We are passionate about this cause; it aligns with our mission to celebrate individuality, and to unconditionally support each other," said Michael Scheiner, SVP of Marketing at Hollister, in a statement. "We're committed to helping promote positive affirmations to create safe spaces in schools. We know our Gen Z customer is naturally inclined to taking action, so we're excited to partner with DoSomething, and together, encourage students to spread positivity."