Australian fashion retailer General Pants has launched a new strategy in its fundraising for the Black Dog Institute.
Launching this weekend as part of General Pants’ holiday campaign ‘Gift Place’, the ‘Give It’ initiative will see General Pants donate $1 for every purchase made across Australia and New Zealand - both in-store and online - to Black Dog Institute’s Future Proofing Study.
The study was launched in 2019 and aims to prevent depression and anxiety in young people. It involves working with more than 6,000 students and 130 schools around Australia over a five-year period - with key findings made available to schools, the Australian government and research and policy publications to inform decisions that could impact the mental health of youth.
"We are thrilled to continue our support for Black Dog Institute for another year,” Alquemie Group CEO Sacha Laing said.
“Youth mental health is an issue very close to our heart and the ‘Give It’ initiative seeks to drive both immediate and long-term positive change within our extended community. We are proud to be able to continue to drive this initiative for another year”.
Since the partnership’s inception, General Pants has donated over $170,000 to Black Dog Institute in support of the Future Proofing Study.
According to Black Dog Institute head of partnerships Tasman Cassim, suicide remains the leading cause of death for young people aged 15-33, with 75% of mental health issues developing before the age of 25.
“Our partnership with General Pants aims to harness their well-established connection with youth, while leveraging BDI’s technical expertise to drive critical awareness and support for mental health research.”