Office Depot is proud to announce its alliance with the world-renowned music group, One Direction, who officially become partners in the retailer’s Anti-Bullying campaign that will launch across the U.S. during the 2013 Back-to-School season.
The 1D/OD alliance will feature a collection of limited edition back-to-school products, which will be exclusively sold at Office Depot. A portion of the proceeds from each sale will be used to fund an anti-bullying educational program to encourage kinder behavior among students. This message will be supported by an integrated marketing campaign that includes an anti-bullying message from One Direction, which will be broadcast on television and at their concerts, as well as print and digital advertising, online and social media activations.
“We are thrilled to launch the ‘1D + OD Together Against Bullying’ alliance with One Direction,” says Bob Moore, Chief Marketing & Merchandising Officer for Office Depot. “Office Depot is committed to making a difference in students’ lives with meaningful anti-bullying education, and thanks to the powerful voices of Niall, Harry, Zayn, Louis, and Liam, we will make considerable progress.”
The “1D+OD LIVE.LOVE.MOVE Together Against Bullying” integrated cause marketing campaign and product collection has been created by SEW Branded, a New York brand image and marketing consultancy.