Violence against women, Mimco says no
Mimco has signed a three-year commitment to help prevent domestic violence.
The accessories retailer has partnered with Our Watch, a not-for-profit organisation dedicated to preventing domestic violence before it starts.
The deal will see Mimco release seasonal capsule collections, with 100% of all profits going towards education and training programs.
To launch the partnership, Mimco has designed three pouches embossed with the words 'Respect', 'Inspire' and 'Empower'.
A fully integrated marketing campaign featuring Our Watch ambassadors Rosie Batty (family violence activist), Jo Stanley (radio personality) and Khadija Gbla (human rights activist) together with artist and campaign supporter Sarah Staunton (Pen Hearts Paper) will launch the campaign when it hits stores this month.
Mimco managing and creative director, Cathryn Wills, says: “This is the first time we have forged an ongoing partnership with a charity. It has always been on the agenda.”
The campaign encourages consumers to make a stand by uploading their own image to social media with their Mimco x Our Watch pouch and the hashtag #bepartofthechange.
With the funds raised by Mimco, Our Watch will develop a new parent toolkit and children’s book to help the next generation of Australian’s foster equality, value individuality and develop respectful relationships.
Marie Claire is also on board, releasing a full report that will feature in the April issue to coincide with the launch of the campaign.
Marie Claire editor, Nicky Briger, says: “Marie Claire has long championed women’s rights and gender equality, so when we met with Our Watch and Mimco to discuss their shared vision, it was a no-brainer for us to lend our support”.
