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Lady Gaga has come a long way since her meat dress days. The pop sensation, actress and make-up brand mogul is putting her money where her mouth is when it comes to global mental health support, teaming up with Cotton On’s charity project to raise money to support youth struggling with their headspace.

The Cotton On Foundation, the global brand’s non-profit organisation, has joined forces with Lady Gaga’s Born This Way Foundation, to launch a collaborative campaign aimed at raising $5 million (just over R94 million) for global mental health initiatives. Far from a ‘Bad Romance’, the decision to join the two NPOs for this launch is a match made in heaven.

While many celeb-fronted funding schemes forget about us Saffas down here at the bottom of the continent, Lady Gaga has specifically earmarked $1.5 million (R28 million) for providing essential mental health support for youth in South Africa. If you’ve ever suffered from The Big Sad and have tried to receive assistance from the SA government, you’ll know that we desperately need any kind of help we can get.

The Born This Way foundation was co-founded by Lady Gaga, real name Stefani Joanne Angelina Germanotta, and her mother, Cynthia Bissett Germanotta, and has been supporting youth with mental health challenges for over a decade now.

Lady Gaga’s approach seems simple enough, but holds a powerful message during a time of polarisation and finger-pointing.

“We’re honoured to partner with Cotton On Foundation for our first global campaign amplifying our mission to build a kinder, braver world together … Through this partnership, we invite everyone to practice kindness and learn how to better support one another. Our research tells us that kindness is one way we can support each others’ mental health.”

The collaboration will launch a limited-edition product range, available from 1st September until the 10th October 2023 (International Mental Health Day), with Cotton On committing to donating 100% of the net proceeds from the sales of this range to the Born This Way Foundation.

The unique product line, including classic fashion items such as caps, T-shirts, tote bags, and jackets, features the Born This Way foundation mantra – “Kinder, Braver, Together” – splashed across the products in various forms. Now that’s a slogan I can get behind.

 

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Lady Gaga’s mum and co-founder Cynthia, though not featured in the flashy graphics produced for the collab, is deeply dedicated to the cause and what it could mean for millions of young people struggling with various mental health issues:

“We hope this partnership will accelerate the delivery of tangible resources, skills, and grassroots support necessary to build kinder, braver communities that value and improve mental health.”

The scary fact is that one in seven young people aged 10-19 worldwide grapple with mental health challenges, so it’s about time we drop our ‘Poker Face’ and focus on a kinder future.

[source:news24]