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Doing good.

Making a positive difference is at the heart of what we do.

26 May 2022

Speak Up. Stand Together. Stop Bullying.


Kōrero Mai, Kōrero Atu, Mauri Tū, Mauri Ora

It’s more than a day, it’s a movement. Join us on Pink Shirt Day to speak up, stand together and stop bullying. Everyone deserves to feel safe, supported and respected, whether it’s at school, at work or in their community. Let’s come together to celebrate diversity, and promote kindness and inclusiveness.

A cause close to our heart

Since 2019, Cotton On has been the exclusive t-shirt partner of the Pink Shirt Day campaign in collaboration with the Mental Health Foundation. This is a cause close to our heart. Pink Shirt Day is about reducing bullying by celebrating diversity in all its forms, to create a kinder, more inclusive Aotearoa where everyone feels safe, valued, and respected. We stand hand-in-hand with the Mental Health Foundation to stop bullying.

This year, we ran a competition for our in-store team members to design the official tee. Cotton On team member, Tahlia, created a design that celebrates our rainbow, Māori and Pasifika communities.

“I’ve just finished my Bachelors Degree in Design and within my work I aim to advocate for and facilitate action towards matters that are important to me — mental health being one of those. I love that design and creativity can act as a vehicle to deliver important messages.”

— Tahlia, Assistant Manager at Cotton On Body Manners Mall.

Pink Shirt Day t-shirt sales support the Mental Health Foundation to:

  • Reach 2,000 schools and kura nationwide each year, providing them with free information, resources and classroom activities that help prevent bullying.
  • Help 5,000 workplaces each year create fairer, welcoming and respectful environments.
  • Fund InsideOUT to run rainbow-inclusive school workshops throughout Aotearoa.
  • Collaborate with communities to strengthen and promote messages of inclusion.


Together, we've raised $530,000 for Pink Shirt Day this year

We love your mahi! Funds will help the Mental Health Foundation of New Zealand to raise awareness about bullying prevention, fund workshops and provide free resources nationwide.

Make a donation — Help the Mental Health Foundation reduce bullying through raising awareness about bullying prevention, funding workshops and providing free resources that promote inclusive workplaces, schools and communities.

Donate Now