Australian fashion brand Cotton On and US non-profit Born This Way Foundation, founded by Lady Gaga and her mother, Cynthia Bissett Germanotta, are teaming up to raise $5 million USD for global mental health support.
The partnership launches a range of limited-edition products including caps, T-shirts, tote bags, stationery, and a denim jacket, with 100% of the net proceeds going to Born This Way Foundation. Customers can purchase items online and in select stores around the world, from now until 10 October 2023.
Born This Way Foundation will use the funds to support a variety of initiatives, including the Be There Certificate, a free online course that teaches young people how to support their peers with mental health challenges.
The partnership will also call on young people to nominate local mental health organizations in nine countries for funding. Selected nominees will receive up to $150,000 USD per country to support their work.
Cotton On and Born This Way Foundation aim to increase access to mental health resources for young people globally and build kinder communities that value and improve mental health.
This is a timely and important partnership, as one in seven young people aged 10-19 worldwide experiences mental health challenges, particularly depression and anxiety.
By working together, Cotton On and Born This Way Foundation can make a real difference in the lives of young people around the world.