The Hudson’s Bay Co. wants mental health to be top of mind.
HBC’s Saks Fifth Avenue, Lord & Taylor, Saks Off 5th and Hudson’s Bay divisions are launching “The Future Is Stigma Free” campaign and accompanying T-shirt to support mental health awareness. This initiative is part of HBC’s commitment made in 2017 to distribute 6 million Canadian dollars to mental health services by 2020 through the HBC Foundation.
The T-shirts go on sale Thursday and 100 percent of the revenues will benefit Bring Change to Mind, which is in the U.S., and the Centre for Addiction and Mental Health in Canada. Shirts are $25 U.S., and 33 Canadian dollars.
With each social post (Instagram, Twitter) that uses #TheFutureIsStigmaFree, the HBC Foundation in the U.S. will donate $5 to Bring Change to Mind, for up to $100,000, and HBC Foundation in Canada will donate to the Centre for Addition and Mental Health, up to 100,000 Canadian dollars.
The shirt was created in partnership with Wear Your Label, a social enterprise that promotes mental health and well-being through its product design, partnerships and storytelling. The company was cofounded by Kyle MacNevin, who struggles with mental illness.