Office Depot Partners with Lady Gaga’s to Create a Braver, Kinder School Year
Boca Raton based office supply retailer Office Depot announced today a partnership with Born This Way Foundation, a non-profit organization founded by Lady Gaga and her mother, Cynthia Germanotta, that is dedicated to empowering youth and inspiring bravery. This is a great promotion that combines the unique fashion sensibility and bravery of Lady Gaga with her cause and a office supply retailer – Bravo.
The partnership, kicking off during the back-to-school season, will provide students, parents, and teachers with insights and limited-edition products that support Born This Way Foundation’s mission of helping to encourage today’s youth to grow up feeling confident about their individuality.
“What I want to do is strike your nerve over and over again to get you talking so that you can be a part of this message that will change everything,” said Lady Gaga while speaking at the Born This Way Foundation launch event held at Harvard University.
To help spread this message, Office Depot and Born This Way Foundation have created several limited-edition exclusive products for back-to-school this year.
Exclusive products include empowerment gift cards (with a face value of $20), with one of six messages on the front: “Be Brave,” “Be Amazing,” “Be Yourself,” “Be Kind,” “Be Accepting,” and “Be Involved.” Parents, students, and teachers can use the $20 gift card to purchase incredible back-to-school essentials at Office Depot, and afterwards can proudly clip their cards to their backpack or belt loop showing their support of the movement.
Also available will be limited-edition “Kindness Sticks” Post-It Notes, limited-edition Sharpie pens, and unique “Bravery Bracelets,” each of which feature Born This Way Foundation’s logo, as well as the same six messages of empowerment as the gift cards.
All products are available exclusively at Office Depot, both in retail stores and online at www.officedepot.com and www.facebook.com/officedepot. Office Depot will donate 25 percent of the sales of these limited edition products directly to Born This Way Foundation, with a guaranteed donation of $1 million this year.
“Office Depot is a place that brings together students as well as their families and teachers, who play such an important role in inspiring and supporting today’s youth,” said Cynthia Germanotta, President and Co-Founder of Born This Way Foundation.
“With Office Depot’s support, we will empower millions of young people this back-to-school season, letting them know that it’s okay to be yourself.”
Office Depot has also created unique experiences on its Facebook page to encourage students to express their individuality and reach out and connect with each other.
“Born This Way Foundation is an inspirational organization that has the power to make a difference in the lives of today’s youth and we are honored to join this movement and help raise awareness for such an important cause,” said Bob Moore, Chief Marketing Officer for Office Depot. “We feel the six empowerment phrases will help start a much needed conversation among our students of `What will you be this school year?”’ To which we look forward to hearing millions of students around the country answering: `Kind,’ `Brave,’ `Accepting,’ `Involved,’ `Amazing’ – and most of all, for them to feel encouraged to `Be Yourself.’”
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Christopher Durham is the president and founding partner of the retail and Private Brand consultancy Folio28. He is a consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience, creating, launching and building billion dollar Private Brands.