General Pants Co donate to charities in ‘General Peace Co’ Christmas push
General Pants Co is encouraging its customers to donate to charity rebranding its store fronts ‘General Peace Co’ and recruiting a number of celebrity ambassadors to push the giving angle.
The social media campaign, created by Bashful, is supported by the retailer selling limited edition ‘Give Peace’ t-shirts, with the funds from the sales also going to charity. The celebrity ambassadors are used to encourage their social media followers to donate or buy a shirt, tagging their posts with the #givepeace hashtag.
General Pants CEO Craig King said. “You haven’t been able to turn on the news in the last year and not be shocked by what you see – conflict and pain are far too commonplace. This December we wanted to stop and acknowledge what we’ve seen and in our own way encourage all Australians to give a little peace this Christmas. ”
An online hub on which customers can purchase the shirts and see which celebrities are involved supports the campaign.
The chosen charities for the donations are Save the Children Australia and Oasis Youth Support.
It differs from last year’s Christmas campaign, which celebrated the festive season with twerking GIFs and discounts.
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