Retail brand Cotton On, through its philanthropic arm, the Cotton On Foundation, has embarked on a meaningful collaboration with Lady Gaga’s Born This Way Foundation for a new global campaign aimed at raising awareness and resources for mental health on a global scale.
Aligned with World Mental Health Day, this partnership has set an ambitious goal to raise $5 million in 2023, with the intention of contributing to worldwide mental health resources and support. The focal point of this initiative is to bolster the “Be There Certificate,” an interactive online mental health course designed for young people. This free, self-paced program is geared toward enhancing mental health literacy and equipping youth with the knowledge, skills, and confidence to effectively support their peers facing mental health challenges.
Cotton On has further committed to distributing funds of up to $150,000 to local mental health providers and organizations in several of its operating regions at the conclusion of the campaign. Importantly, this allocation will enable young people to nominate a mental health organization of their choice to receive the funding.
Lady Gaga, a driving force behind the Born This Way Foundation, expressed her vision to amplify the voices and stories of young people worldwide. Through this partnership, she aims to inspire acts of kindness and encourage mutual support among individuals. Cynthia Bissett Germanotta, co-founder of the Born This Way Foundation and Gaga’s mother, emphasized that the increasing conversation around mental health necessitates a heightened availability of resources for individuals, their peers, and communities. She articulated the hope that this partnership will expedite the provision of tangible resources, skills, and grassroots support essential for fostering a more compassionate society.
This collaboration aligns with Cotton On’s overarching foundation mission, which seeks to advocate for global causes and establish ambitious fundraising partnerships. Tim Diamond, General Manager at Cotton On Foundation, shared the organization’s commitment to empowering youth and making a meaningful difference in the lives of young people worldwide.
Over the course of 15 years, the Cotton On Foundation has dedicated over AUD$150 million to various projects in countries such as Uganda, South Africa, Thailand, and Australia. This partnership represents a significant step forward in the shared mission to create a more supportive and compassionate world for individuals grappling with mental health challenges.
