Universal Store has moved away from traditional retail messaging in the lead up to Christmas and is instead celebrating the community in its annual summer campaign.
The campaign, dubbed 'We're Proud of You', showcases the individual efforts of 11 young people and the significant impact they have had on their own lives as well those of the communities they belong to.
Universal Store marketing manager Chloe Cumming said the campaign's aim is to promote positivity and resilience among its predominantly millennial following.
"The way 2020 has panned out, was not expected.
"And with many of the country in lockdown this year, we wanted to spread a message of happiness and hope to our customers and team," she said.
Seeking to showcase a diverse range of Australians in the campaign, 'We're Proud of You' features disability advocates, a Young Australian of the Year, young creatives and an Instagram style influencer.
"We wanted to choose talent from all walks of life," Cumming added.
"People who gained incredible courage through their work within their community and through their own life experiences.
"Their stories of personal growth and community involvement is inspiring, which made them the perfect role models to showcase to our young audience," she said.
Samantha (pictured) said that it's important to come together to create change.
"When we all come together, we can create something really big.
"We can make a difference.
"There’s not a lot we can do by ourselves, but there’s a lot that we can do together," she said.
Complementing the campaign, Universal will launch a consumer-facing competition, where customers can win $5000 in Universal Store vouchers.
Simply, customers are being encouraged to share an inspiring story of what they're most proud of this year and why.
For additional chances to win, Universal is encouraging shoppers to post a selfie to social media, helping to drum up user generated content.
The Universal Store 'We’re Proud of You' campaign runs from 1 – 25 December nationwide with all looks in the campaign available in store and online (unless stated otherwise).
The competition ends 24 December and the winner will be drawn on January 08 2021.