The three-year commitment will see Mimco release seasonal capsule collections with 100 per cent of all profits going towards education programs and training to help end violence against women and children.
In launching the campaign, Mimco has designed three individual pouches embossed with the words; ‘Inspire’, ‘Empower’ and ‘Respect’. The designs have been made in collaboration with print designer Karolina York and will be available in Mimco, David Jones and Myer stores nationally and online from today.
“This is the first time we have forged an ongoing partnership with a charity,” said Mimco managing and creative director, Cathryn Wills. “It has always been on the agenda and we are pleased to have found an organisation and supporting partners that share the same values around women and children, strength and empowerment.
“The statistics are frightening and the reality is that this partnership with Our Watch, is of great importance to our customers and our staff. We are proud to give the issue a voice and be part of the change.”
Mimco will also partner with Marie Claire to present the International Women’s Day forum on March 8, as part of the Virgin Australia Melbourne Fashion Festival.
“Corporate leadership to prevent violence against women and their children in Australia is fundamental to achieving change,” said Our Watch CEO, Mary Barry. “We thank Mimco for the opportunity to further assist parents and children to build the skills to have healthy, respectful and equal relationships.”
With the funds raised by Mimco, Our Watch will develop a new parent toolkit and children’s book aimed at helping the next generation of Australian’s ‘foster equality, value individuality and develop respectful relationships.’ The NFP will also develop and pilot curriculum training for early childhood educators, maternal health providers and antenatal care providers to embed gender equality into policies, practices and cultures, ‘to enable them to support positive, non-violent and gender equitable parenting.’
Watch more about the campaign below:
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