BORN THIS WAY FOUNDATION
<Founded by Lady Gaga and her mother Cynthia Germanotta to encourage being yourself, we developed the foundation’s first Kindness Campaign for the back-to-school season centered around self-empowerment with a message crafted to resonate with parents, teachers and youth: We Supply Kindness with one of the nation’s largest back-to-school retailers, Office Depot. A line of products was designed, including partnerships with Sharpie and 3M Post-it Notes with the foundation’s logo and signature endorsement by Lady Gaga that focused around the messaging of inclusion, kindness and supporting each other within the school environment. Be Kind, Involved, Brave, Amazing, Yourself and Accepting became the mantra led by youth influencers Patrick Schwarzenegger and Greyson Chance, among the numerous others who joined the movement, asking students all across America, What Will You Be?
BRANDING
PSA’s
PRODUCT
POINT OF SALE
DIGITAL
MOVIE TIE-IN
