General Pants will be promoting peace in the world this Christmas with a campaign that involves renaming storefronts, online and social channels to ‘General Peace Co.’
After a tumultuous year of world events and appalling news stories, General Pants Co. and creative partner, Bashful, believe the world could use some peace. Brand partners include Stussy, Ksubi, Neuw, Zanerobe, Santa Cruz Skatewear, Vans, RVCA, Candidate and Insight.
The campaign is centred on a fundraising effort for Save the Children Australia and Oasis Youth Support Network. Money raised from the sale of a limited edition “Give Peace” T-shirt will be donated to the charities. The shirts will be available in all General Pants stores.
The public is encouraged to use #GIVEPEACE on social media and in return will receive 15% off their purchases at General Pants Co. during the Christmas period. General Pants Co. shoppers are also being called to “get on board for peace” by shooting a picture of themselves giving the peace sign and using the hashtag to share on social.
In order to propel the campaign further a throng of celebrities have volunteered to share images of them wearing the ‘Give Peace’ T-shirt, encouraging their followers to buy a shirt or donate. Celebrities that have given their time so far include Ronan Keating, Ruby Rose, Jillionaire from Major Lazer, Cody Simpson and Samantha Jade among many others.
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.”
The campaign has already launched in stores and ‘Give Peace’ T-shirts are available across all General Peace Co. stores.
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