The Issue: A Cotton On Group Publication | Page 22

a recent survey of
over 2000 customers
revealed almost twothirds had been a
victim of bullying
and 80 percent knew
someone who had
been affected
Elle Roseby

Supré General Manager
As a retailer that reaches millions of people globally every year, the Cotton On
Group is in a privileged position when it comes to engaging with its customers
both in store and online.
Beyond delivering on-trend, value products in line with customer demand,
the retailer has also long committed to using the connection with its global
community of customers to inspire change and make a difference in the lives of
those who need it most.
For its Supré brand, which joined the Cotton On Group in 2013, this commitment
has manifested into a partnership that aims to bring a new and innovative
approach to tackling the growing issue of bullying amongst young Australians.
The Supré Foundation Bullying Education and Prevention Resource Kit is an
Australian first which will be piloted in Western Australia with the vision for
an eventual national roll out. It’s the first step in an initiative the brand hopes
to expand into New Zealand as it explores opportunities for a similar offering
across the Tasman.
The launch of the kit forms part of the collaboration between Supré and youth
mental health organisation, headspace, which will see the brand contribute
$300,000 to a range of bullying prevention projects. Reaching into schools,
headspace centres and the wider community, Supré’s commitment is the biggest
contribution to headspace by an Australian retailer.
To be developed in collaboration with Australia’s leading expert on bullying,
Professor Donna Cross, the program aims to support teenagers impacted by
bullying and help establish best practice resources.

“ON A DAILY BASIS WE SEE THE
SERIOUS AND DESTRUCTIVE NATURE
OF BULLYING AND HOW WIDE SPREAD
THE EFFECTS CAN BE .”
– CHRIS TANTI

Chief Executive Officer of headspace

22

T HE IS SUE C O T T ON ON GR OUP

PARTNER I N G F OR C H AN G E
Elle Roseby, Supré General Manager, says the decision to partner with the mental
health organisation on the initiative was an easy one.
“Our retail teams are interacting with our customers every day which means
unfortunately they hear and see firsthand the impact of bullying on young girls.”
“So when we asked our teams what community cause they’d like to support,
addressing bullying and the associated mental health impact was top of their list
– it’s something they are extremely passionate about.”
With a customer demographic of girls aged 13 to 21 years, bullying is an issue that
resonates strongly with the Supré customer. In fact, a recent survey of over 2000
of the brand’s customers revealed that almost two-thirds had been a victim of
bullying and that 80 percent knew someone who had been affected.
Roseby says gaining such insights into the impact of bullying on the Supré
customer base only reinforced the importance of the brand taking a lead.
“We are very fortunate because we’re in a position where we have the power to
have a big impact given the section of the community who is most affected is the
same group we are interacting with on a regular basis,” she says.
“It’s really important therefore that we play our part in fostering a positive cultural
change to help create a more supportive world where girls are informed and
empowered.”
The relationship between Supré and headspace started over 12 months ago,
shaped by a shared goal to tackle the growing issue of bullying within the community
and at schools. In conjunction with headspace centres nationally and through a
grants based initiative it was identified that the education and resource kit had the
potential to have the greatest impact.
Through hard work over a 12 month period, the Supré team raised the funds required
to bring the initiative to life whilst setting a new goal to continue generating funds
for additional bullying prevention programs, increased awareness and the kits’
expansion nationally into the future. Along the way, members of the Supré retail team
have been fortunate to meet with girls who have turned to headspace for support.

Chief Executive Officer of headspace, Chris Tanti, says Supré’s commitment to
the anti-bullying program is a major step in helping to stamp out the issue and
address the significant mental health impact it has on young people.
“On a daily basis we see the serious and destructive nature of bullying and how
wide spread the effects can be,” Tanti says.
“It’s exciting for us to see brands like Supré taking a leadership position by helping
us introduce a fresh approach in how we deliver early education and support.”

the power of girls
With the pilot program set to get underway in the coming months, the brand has
embarked on a new phase of the campaign, which will see Supré customers
encouraged to take a stand against bullying and open up more dialogue on the issue.
“We believe in the power of girls and especially the power of friendship,” Roseby
says. “We want to harness this to get our customers talking about why bullying is
not ok and, most importantly, to support one another.”
Customers will be able to support the initiative by purchasing Supré Foundation
products, including water bottles, nail files, mints and a limited edition ‘Always By
Your Side’ friendship bracelet. All proceeds raised will go directly to supporting
the Supré Foundation.
The brand will also tap into social media channels such as Snapchat and
Instagram – platforms that are deeply entrenched in the lives of the Supré
customer – to promote the campaign and encourage positive dialogue that
celebrates the importance of friendship.
It will also utilise its recently relaunched online platform to help spread the
message. The Supré website features a distinct editorial feel, allowing customers
to interact with content through social media live feeds and the brand’s digital
publication, gUrl magazine.

“ we believe in the power of
fr ien