Youth retailer General Pants has today launched a new fundraising initiative in support of its long-term partner the Black Dog Institute.
The 'Give It' initiative launches as part of the retailer's Christmas campaign 'Gift Place' and will see $1 of every purchase made between November 12 and 14 donated to the Black Dog Institute's five-year research program, The Future Proofing Study.
The Give It campaign comes off the back of General Pants' successful 'All In' initiative, which raised $50,000 for the Black Dog Institute in October.
General Pants CEO Sacha Laing said the business recognises its responsibility to make a positive impact on the community it serves.
"To celebrate the season, there’s no better time to give back and support our community.
"General Pants’ donations this weekend will kickstart the fundraising drive under the campaign’s key message, ‘Gift It, Keep It, Give It’ and will be encouraging the community to donate what they can throughout the Christmas period.
"Core to our long-term partnership with The Black Dog Institute is placing the conversation on mental health at the heart of youth culture.
"As a business, we have a responsibility to our teams and community to help drive both immediate and long-term positive change in this space," he said.
Following this weekend's fundraising drive, the Give It initiative will continue until the end of the year, with donations able to be made in-store or online.
The Black Dog Institute's five-year Future Proofing Study will engage up to 20,000 Year 8 students.
The study will leverage the use of smartphones to understand what triggers the development of mental illness in young people and identify prevention measures against the emergence of mental health problems.