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Doing Good Doing Good

Doing good.

Making a positive difference is at the heart of what we do.

23rd April 2025

Speak Up, Stand Together, Stop Bullying.

Kōrero Mai, Kōrero Atu, Mauri Tū, Mauri Ora.

It’s more than a day, it’s a movement. Join us on Pink Shirt Day to speak up, stand together and stop bullying. Everyone deserves to feel safe, supported and respected, whether it’s at school, at work or in their community. Let’s come together to celebrate diversity and promote kindness and inclusiveness.

A cause close to our heart.

Since 2019, Cotton On Group has been the official retail partner for Mental Health Foundation of New Zealand’s (MHFNZ) ‘Pink Shirt Day’ the nationwide campaign against bullying.

Over the past 6 years, we have raised over $2 million dollars through the sale of Cotton On Foundation and exclusive Pink Shirt Day product.

In 2024, we raised $631,300 with over 38,000 people across New Zealand wearing our t-shirts.

We’re proud to celebrate our seventh year supporting the Pink Shirt Day movement, championing the next generation of Upstanders. By raising awareness of bullying’s impact on young people’s mental health, we’re working towards a future where every young person feels safe and empowered to speak up.

Once again, our team and customers will unite in pink to raise funds and support this vital cause. This year we want to go even bigger.

100% of proceeds from the sale of Cotton On Foundation products including a specially designed T-shirt, totes, and badges, as well as donations in New Zealand will be dedicated to MHFNZ to support their mission of standing up against bullying.

From 23 April – 18 May, funds raised will go towards providing schools, workplaces and communities with the resources and education around bullying prevention as well as developing initiatives to support youth mental health and wellbeing.

MHFNZ is a charity that works towards creating a society free from discrimination, where all people enjoy positive mental health and wellbeing.

They do this by providing information and advice to those affected and their support system, running campaigns and programs, like Pink Shirt Day to further their messaging, and inform policy and advocacy to ensure a positive impact on all New Zealanders.

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Find out how MHFNZ is equipping communities with the tools they need to eliminate bullying. Learn more about MHFNZ at https://mentalhealth.org.nz/.