Macy's urges youth to 'DoSomething' in new campaign

NEW YORK — Macy's announced that it is partnering with DoSomething.org to encourage students to make a difference in their communities. Launching on Aug. 8, the initiative will connect young people across the country with DoSomething.org and provide them volunteer opportunities in their area, the company reported.

Running through Oct. 15, this mobile campaign calls for young people to visit their local Macy's mstylelab departments (formerly juniors and young men's) to take part in a scan-to-donate program that celebrates and rewards youth activism, Macy's said. In return for scanning the designated QR codes, Macy's will donate $1, up to a total of $250,000*, to DoSomething.org. The scan will trigger the $1 donation and teens will have the opportunity to find out ways to take action locally.

Macy's said the initiative will continue online with the mstylelab Facebook page. For every like the page gets, the retailer will donate $1, up to $250,000, to DoSomething.org.

Promotion for the campaign will include a Public Service Announcement from"America's Got Talent" host Nick Cannon, who encourages youth to add volunteering to their back to school routine.

Kelly Osbourne, the current face of the Material Girl clothing line, will also be featured in a QR video in Macy’s mstylelab departments inviting young people to support the causes they care about through this campaign.

"We are excited to partner with DoSomething.org in an effort to mobilize youth around causes they care about," said Martine Reardon, Macy's EVP marketing. "We've been so inspired by the amazing work of the DoSomething.org members, and we hope our program will bring added awareness and funding to the organization so it can engage and enable more kids to take meaningful action."