Gap calls for youth activism in social campaign

Gap is partnering with a range of teen leaders across the U.S. to promote positive social transformation.

The specialty apparel retailer is launching a new social campaign, “Be the Future,” designed to encourage young people to take a leading role in positive change. Gap is working with youth leaders including climate activists Jerome Foster II, Alexandra Villasenor, Levi Draheim, and Mari Copeny. 

The campaign features the climate activists in Gap's collection of sustainable fall essentials, including the brand's new teen collection designed to help save water and reduce waste. In addition, the campaign features a new “Be the Future” anthem written and performed by kid rock band The Twits. 

On Friday, Aug. 14, Gap will unite with the youth activists and non-profit youth climate group Earth Uprising to rally for climate action. Consumers can join the global virtual rally on @gapkids social channels by posting signs that include the hashtag #BeTheFutureThatWill___, filling in the blank with a word or phrase that represents how they plan to take on the future. 

Gap will also launch campaign GIPHY stickers on social as another means of self-expression. Consumers can follow along on @gapkids for activist content going live throughout the coming months.

"Kids help unite us, fuel us and lead the way forward," said Mark Breitbard, global head of Gap Brand. "Change-makers like Jerome, Alexandria, Mari and Levi are bold leaders who prove that everyone has the ability to be the future."

Gap is also partnering with nonpartisan, non-profits When We All Vote and Rock the Vote, to promote voter registration during this election year. Gap's voter registration page, provided by When We All Vote, powered by Rock the Vote, went live with the campaign. Rock the Vote will provide email and text election reminders to those who register to vote and voter education and mobilization tools to those preparing to vote, including absentee ballot requests and polling place look-up. 

Furthermore, Gap is offering a new series of reusable, non-medical grade cloth face masks with “Vote” and “Be the Future” messaging in benefit to both organizations.