Campaigns Editor's pick

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. 

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.

Editor's pick Podcast

Bumble on innovating through kindness

Rachel Arthur and Louise Troen

Emotion holds huge value for modern business, says VP of international marketing and communications for Bumble, Louise Troen, on the latest episode of TheCurrent Innovators podcast.

Speaking to Rachel Arthur on-site at the British Fashion Council’s annual Fashion Forum in London, Troen says that while there is no shortage of entrepreneurs and incredible ideas, Bumble’s success is based on a very simple premise. “Often people turn around and say ‘what is the magic?’ And really it’s the fact that we built a business based on kindness,” she notes. “We really think that there is a value in a company that bases itself on fundamental values.”

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Bumble launched in 2012 as the antithesis to successful yet problematic dating apps that had been crowding the market with their models of placing men in charge of making the first move. From the get-go, founder Whitney Wolfe Herd wanted to create a platform where women could feel both empowered and protected.

This, paired with the notion of kindness, is particularly resonating at a time when movements like #MeToo and #TimesUp are taking hold. As a society there’s a shift in behaviour happening, Troen notes, which the business has always been focused on.

What’s been critical, she explains however, has been to do this with authenticity. Her advice to every other business in the space is to think about it in the same way – to question whether it is authentic to the brand to be taking a standpoint that is affecting the social agenda, or placing messages that are politically charged.

For Bumble, it’s working. Since launch, it has evolved into two new verticals – Bumble BFF and Bumble Bizz – which similarly take the startup’s motto into other areas of their female users’ lives, in this case friendships and careers respectively. It now has a reported 22 million users across all services.

But this has only been made possible because users have helped the platform evolve, Troen explains. Her second piece of advice to brands is to give the product to real people and have them tell the story. “We do our focus groups and we can understand what they want from protection services, what they need feature-wise in the product, what they can see, and manage the algorithm based on feedback, as opposed to drafting a marketing plan set in stone 12 months in advance, which obviously will change within a month.”

Through this approach, the business is able to be nimble with its responses, evolving in time with its community and the broader societal conversations alongside.

Tune into the interview for a further deep dive with Troen on the importance of giving female users a voice, how the company’s consumer-facing values seep into its own office culture, and how Bumble is dreaming of global domination with its steady country-by-country rollout.

Catch up with all of our episodes of TheCurrent Innovators here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how 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.