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Bloomingdale’s launches anti-bullying campaign with in-store activations

Bloomingdale’s has teamed up with NGO Kind Campaign to launch an initiative to help end bullying among young girls. 


Bloomingdale’s has teamed up with NGO Kind Campaign to launch an initiative to help end bullying among young girls. 

The week-long programme will see multiple activations happening across different store locations, including creative workshop stations and pledge walls. The American retailer worked with Kind Campaign to curate different activities, all of which aim to teach the importance of kindness and collaboration to young girls. 

One station, a pledge wall, will encourage children to write anti-bullying slogans, as well as share kind words and drawings, with the resulting murals being donated to local schools. The two remaining stations are more directly linked to Kind Campaign itself: one booth will invite children to build bracelets with empowering messages, while the other allows anyone interested in joining the organization to become an ambassador, or even start their own Kind Club in their local community.

Bloomingdale's x Kind Campaign merchandise
Bloomingdale’s x Kind Campaign merchandise

The collaboration also includes a capsule collection of t-shirts with uplifting slogans reading “Find Your Kind” and “Kindness is Magic”, with 10% of sale profits being donated to the NGO.

Kind Campaign, which is one of the country’s largest anti-bullying organizations, focuses solely on female bullying as it believes the majority of the behavior is related to verbal abuse, therefore requires a different approach to male bullying.

To learn about how kindness and accountability can help companies further innovate and tap into an engaged community, listen to TheCurrent Innovator’s episode featuring Louise TroenBumble’s SVP for international marketing and communications.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

By Camilla Rydzek

Camilla Rydzek is an Editorial & Research Assistant at Current Global. She helps both the content and consultancy teams gather insights across the fashion, beauty and retail industries. Her background is in studying Fashion Management at the University of the Arts London. Her interests lie in the evolution of technology and innovation and their implications on a more sustainable future.