NEW YORK, Aug. 12, 2020 /PRNewswire/ -- Gap introduces
the BE THE FUTURE GapKids campaign – a collective call-to-action
for youth, led by youth. Gap amplifies the voices of young American
activists igniting change and empowering people to fight for
a more inclusive and sustainable world. The campaign launches
today on International Youth Day.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8759651-gap-be-the-future-gapkids-campaign/
BE THE FUTURE showcases a diverse range of young leaders from
across the country who are creating positive societal
transformations in their communities around sustainability, climate
justice and activism. They show us the future is here. The
activists include:
- BE THE UNITER: Jerome Foster
II (@jeromefosterii): 18-year-old climate activist,
educator, uniter and founder of @OneMillionOfUs
- BE THE LEADER: Alexandria Villaseñor
(@alexandriav2005): 15-year-old climate activist, organizer and
founder of @EarthUprising
- BE THE VOICE: Mari Copeny (@LittleMissFlint):
13-year-old youth activist and "future president"
- BE THE ACTION: Levi
Draheim (@connectwithlevi): 13-year-old climate activist
and youngest plaintiff in the landmark climate law suit
#youthvgov
Tapping into Gap's heritage of music and art, a BE THE FUTURE
anthem kicks it off with an original piece written and performed by
kid rock band, The Twits. The campaign features the climate
activists in Gap's collection of sustainable Fall essentials,
including the brand's new Teen Collection designed to help save
water, reduce waste, and make the world a better place.
"Kids help unite us, fuel us and lead the way forward,"
says Mark Breitbard, Global Head of
Gap Brand. "Changemakers like Jerome, Alexandria, Mari and Levi are bold leaders who
prove that everyone has the ability to BE THE FUTURE."
To celebrate these catalysts of change, artist Tristan Eaton used denim as a blank canvas
of self-expression to create layered portraits of each
activist fighting to improve climate through their actions to BE
THE UNITER, BE THE LEADER, BE THE VOICE and BE THE ACTION. On
Friday, August 14, Gap will unite
with the youth activists and Earth Uprising to rally for climate
action. Everyone is invited to join the global virtual rally on
@gapkids social channels by posting signs that include
#BeTheFutureThatWill___, filling in the blank with a word
or phrase that represents how you plan to take on the future. To
amplify voices further, campaign GIPHY stickers launch on social as
another means of self-expression.
Gap is also partnering with nonpartisan, non-profits, When We
All Vote and Rock the Vote, to promote voter registration during
this election year. Gap's voter registration page, provided by When
We All Vote http://www.whenweallvote.org/gap, powered by Rock
the Vote, goes live with the campaign today to ensure everyone has
easy access to vote for the future. Rock the Vote will provide
email and text election reminders to those who register to vote and
voter education and mobilization tools to those preparing to vote,
including absentee ballot requests and polling place look-up. To
vocalize these efforts further during the COVID-19 landscape, Gap
will be releasing a new series of reusable, non-medical grade cloth
face masks with VOTE and BE THE FUTURE messaging in benefit to both
organizations.
3-packs of the masks will be available in adult and kids (ages
4+) sizing on Gap.com and in Gap stores today.
"When We All Vote is on a mission to increase participation in
every election, change the culture around voting and close the
voting age and race gap," said Crystal
Carson, Vice President of Culture, Communications and Media
Partnerships, When We All Vote. "This partnership with Gap and
GapKids – particularly this strong group of young activists – is
the perfect platform to help reach new voices and the next
generation of voters. We know that when young people vote in their
first election, they are more likely to be lifelong voters, and we
want to empower everyone, even those who aren't old enough to cast
their ballot, to play a role in our democracy."
"Rock the Vote is built to
maximize the power of young people," said Carolyn DeWitt, President of Rock the Vote.
"The young people of America are speaking loud and clear right
now. And, we are watching. For every elected official making
decisions from climate action to justice policies – you will no
longer operate in the dark. The young people of
America are tuned in to BE THE FUTURE and are ready to take action
in the streets in our communities and in national, state,
and local elections across our country."
Follow along on @gapkids for activist content going live
throughout the coming months. To further support, Gap encourages
eligible customers to register to vote beginning August 12, and the entire community is invited to
join the virtual rally for climate action on August 14, uniting together to create a better
future for all.
About Gap, @gap and @gapkids
Gap is the authority on modern American style. Founded in
San Francisco in 1969, Gap
continues to build on its heritage – a market leader in denim,
classic white shirts, khakis and must-have trends. Beginning
with the first international store in London in 1987, Gap continues to connect with
customers online and in company-operated and franchise retail
locations globally. Gap includes Women's and Men's apparel and
accessories, GapKids, babyGap, GapMaternity, GapBody and GapFit
collections. The brand also serves value-conscious customers
with exclusively designed collections for Gap Outlet and Gap
Factory Stores. Gap is the namesake brand for leading global
specialty retailer, Gap Inc. (NYSE: GPS) which includes Old Navy,
Gap, Banana Republic, Athleta, Intermix, Janie and Jack and Hill
City brands. For more information, please
visit www.gapinc.com
About When We All Vote, @whenweallvote
When We All
Vote is a national, nonpartisan nonprofit that brings together
citizens, institutions, brands, and organizations to increase
participation in every election. Launched by Michelle Obama, the organization is committed to
closing the race and age voting gap and empowering all eligible
voters to cast their ballot by harnessing grassroots energy,
establishing strategic partnerships, and implementing digital
organizing strategies, with the ultimate goal of changing the
culture around voting.
Michelle Obama is joined in this
effort by fellow Co-Chairs Tom Hanks, Lin-Manuel Miranda, Janelle Monáe, Chris Paul, Faith
Hill, Selena Gomez,
Liza Koshy, Megan Rapinoe, Shonda Rhimes, Tracee Ellis Ross, Kerry
Washington, and Rita
Wilson.
In the leadup to the 2018 Midterm Elections, When We All Vote
organized over 2,500 local voter registration events across the
country, engaged 200 million Americans online about the
significance of voting, and texted nearly four million voters the
resources to register and get out to vote.
In 2020, When We All Vote is helping to lead in voter education,
registration and volunteer engagement. In response to COVID-19,
When We All Vote is leading the fight for fair and safe elections
by supporting the expansion of access to vote-by-mail, early
in-person voting and online voter registration so every American
can make their voices heard on Election Day.
About Rock the Vote, @rockthevote
Rock the
Vote is a nonpartisan nonprofit dedicated to building the
political power of young people. For 30 years, Rock the Vote has
revolutionized the way we use culture, music, art, and technology
to engage young people in politics–registering and turning out
millions of young voters. Since its founding, Rock the Vote has
processed over 12 million voter registrations. The organization
consistently turns out its voters more than 30 points above the
national youth average with approximately 60% voting for the first
time. Rock the Vote fights for voting rights to ensure all eligible
voters can exercise their right to vote and promotes civic
education to ensure young voters have the resources and information
they need to participate in our civic process. Learn more
at rockthevote.org and follow us
on Twitter, Facebook,
and Instagram @rockthevote.
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SOURCE Gap