doing good

Bold Girlz Aims for Substance Over Style

Posted by Barry Silverstein on September 16, 2010 03:03 PM

Brands of all sizes are finding that cause-related marketing, when the cause aligns with the brand's values, can create a halo effect that can build loyalty and generate goodwill. High-profile examples of brands putting doing business by doing good include Timberland, which is expanding its commitment to eco-friendly products, and Pepsi, which this year skipped the Super Bowl in order to fund its pro-social Refresh Project to support community-based philanthropic projects.

Bold Girlz, though, is a brand built from the very beginning to "give back." The brand's "Bold" name is an acronym for Brave, Original, Loving, and Daring. Launched earlier this summer, this fashion brand creates teen apparel and accessories with a difference. While other brands give back to charity, Bold Girlz says it is "focused on highlighting and empowering girls."

How? For one thing, they don't use professional models — Bold Girlz uses "real" customers and their stories to bring their products to life.

In fact, the company's website features over 30 girls' stories in the areas of sports, music, the arts and community service. For another, Bold Girlz promises to donate 10% of its total net proceeds to non-profits founded by girls that support women and girls causes. The company says it will pick a different charity every month to support.

Bold Girlz is now throwing its support behind Freshwater Haven, a non-profit organization founded "to address the dramatic social change that is required to stop physical, sexual, and emotional abuse of women and children." Freshwater Haven sponsors and supports domestic and international groups that serve those affected by abuse.

As part of its September sponsorship, Bold Girlz founder Cheryl Beck says the company is also supporting the documentary, Tapestries of Hope, that's being screened in 100 U.S. theaters on September 28. The film follows child-rights advocate and Freshwater Haven's executive director, Michealene Risley, as she travels to Zimbabwe to document the work of the Girl Child Network.

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