In celebration of its 30th anniversary, River Island launched an anti-bullying campaign: LABELS ARE FOR CLOTHES. River Island partnered with leading international anti-bullying charity, Ditch the Label, with an exclusive range of empowering merchandise. A portion of every sale is donated to the charity, providing emotional and physical support to those impacted by bullying on and off-line. The LABELS ARE FOR CLOTHES campaign encourages River Island customers to express themselves and to not be defined by convention.
BOLD LA created a highly targeted influencer program for the LABELS ARE FOR CLOTHES campaign launch. We collaborated with a diverse group of influencers across the United States who are recognized for their values with a customized t-shirt campaign pushing the LABELS ARE FOR CLOTHES message.
With NYFW in February, we focused on a social media activation with leading New York editors and influencers to spread the campaign's empowering message.