NEW YORK, Aug. 4, 2011 /PRNewswire/ -- DoSomething.org and Macy's are partnering for a back to school campaign that offers students the chance to make real impact in their communities. Launching on August 8th, the initiative will connect young people across the country with DoSomething.org and provide them volunteer opportunities in their area.
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Running through October 15th, this mobile campaign calls for young people to visit their local Macy's mstylelab departments (formerly juniors and young men's) to take part in a scan-to-donate program that celebrates and rewards youth activism. In return for scanning the designated QR codes, Macy's will donate $1, up to a total of $250,000*, to DoSomething.org. The scan will trigger the $1 donation and teens will have the opportunity to find out ways to take action locally around issues, such as bullying and the environment, in their community.
In addition to in-store efforts, young people can take part in a social media activation that helps youths "Raise your thumb. Rock your cause." For every "like" on the mstylelab Facebook page, Macy's will donate $1, up to $250,000, to DoSomething.org. (*Total Donation of $250,000 includes in-store scans and online Facebook activations.) DoSomething.org will reach out to all youth who participate in this program to help them find ways to take action around the causes about which they're most passionate.
The campaign launches with a Public Service Announcement (PSA) from DoSomething.org supporter and "America's Got Talent" host Nick Cannon, who encourages youth to add volunteering to their back to school routine.
"I represent youth empowerment in whatever way you possibly can do it, whether that is in your community or for yourself. Do Something has always been a great channel, a great platform for kids to funnel their energy through," says Nick. "I hope Do Something plays a major part in my kids' lives."
Kelly Osbourne, the current face of the Material Girl clothing line, will also be featured in a QR video in Macy’s mstylelab departments inviting young people to support the causes they care about through this campaign.
"We are excited to partner with DoSomething.org in an effort to mobilize youth around causes they care about," said Martine Reardon, Macy's executive vice president of marketing. "We've been so inspired by the amazing work of the DoSomething.org members, and we hope our program will bring added awareness and funding to the organization so it can engage and enable more kids to take meaningful action."
Macy's and DoSomething.org will be rewarding youth who take action and report back about what they did. Young people who take the Do Something Cause quiz will be entered to win a $250 shopping spree from Macys, and scholarships will be rewarded by DoSomething.org to the best submitted projects.
"A chance to make real change in your community AND win a shopping spree? A trip to the mall doesn't get better than that," said Nancy Lublin, CEO and Chief Old Person at DoSomething.org.
Get involved at http://www.dosomething.org/macys or text "CAUSE" to 38383.
Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.
DoSomething.org is one of the largest organizations in the US that helps young people rock causes they care about. A driving force in creating a culture of volunteerism, DoSomething.org is on track to activate two million young people in 2011. By leveraging the web, television, mobile, and pop culture, DoSomething.org inspires, empowers and celebrates a generation of doers: teenagers who recognize the need to do something, believe in their ability to get it done, and then take action. Plug in at www.DoSomething.org.
Laura Giangiulio, Metro PR
Naomi Hirabayashi, DoSomething.org