Lady Gaga partners Cotton On to raise mental health awareness globally

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Retail brand Cotton On’s philanthropic arm, the Cotton On Foundation, has partnered with Lady Gaga's Born This Way Foundation for a new global campaign.

In light of World Mental Health Day, the partnership aims to raise US$5 million to contribute to global mental health resources and support in 2023.

According to Cotton On, these funds will be directed towards amplifying the “Be There Certificate”, which is a free, self-paced interactive online mental health course for young people.

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The certificate is designed to increase mental health literacy and provide youth with the knowledge, skills and confidence they need to safely support their peers struggling with mental health.

Cotton On added that the conclusion of the campaign will see funds of up to US$150,000 distributed to local mental health providers and organisations in several of its operating regions. This will allow young people to nominate a mental health organisation to receive the funding.

According to media reports, Gaga said that her foundation aims to uplift the stories of young people worldwide. She added that through this partnership, they will be inviting everyone to practice kindness and support one another. Her mother, Cynthia Bissett Germanotta, who co-founded the Born This Way Foundation, reportedly added that the increased discourse around mental health calls for more resources to be available to help individuals, their peers and their communities.

She explained that the main hope with this partnership is that it will accelerate the delivery of tangible resources, skills and grassroot support necessary to build a kinder community.

Partnering with the Born This Way foundation is in line with Cotton On’s aim for its own foundation. Tim Diamond, the general manager at Cotton On Foundations said that its aim is to increase advocacy on a global scale, along with ambitious fundraising goals partnerships. “We started with a passion to empower youth around the world, to make a difference and help create a better future for other young people,” he added.

In 15 years, the foundation has committed over AUD$150 million in projects in Uganda, South Africa, Thailand and Australia.

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