Victoria’s Secret Pink to give away cash fund in back-to-school initiative

VS Pink is launching its ‘Back to ___’ campaign, acknowledging the return to daily life for many young adults.

The new campaign will include pop up events and a 250,000 dollar prize, all with the intention of encouraging young people to focus on their mental health for the upcoming school season. The ‘Back to ___’ pop up event tour will take place in various locations throughout the US, offering customers to take part in an immersive experience all centred around personal wellbeing.

Those wanting to enter for the prize money must post a video to their Instagram explaining how they would use the money, including the hashtags #PinkBackToYou and #PinkSweepstakes. 500 winners will receive a 500 dollar prize that they can use for anything they desire.

Additionally, to mark the beginning of the campaign, the company will be donating 200,000 dollars to The Jed Foundation’s Set Go program. The organisation works with students and their parents focusing on mental health and wellness during the shift to college. The Pink campaign mirrors that of its most recent mental health awareness initiative, back in April, where the brand donated to the same charity through a similar hashtag format.

Amy Hauk, CEO of VS Pink, said in a statement: “We recognise that this new normal is unfamiliar and uncertain, so we want to help our customers navigate this time however we can. Our ‘Back to ___’ campaign is all about helping young adults feel like their best selves, so we’re honoured to join them on this journey of self-love and, of course, dress them along the way.”

The launch coincides with the ‘Back To ___’ campaign survey results, released in late July. The nationwide survey held the goal of tapping into the emotions young people felt about the upcoming school season. Most notably, 55 percent of respondents said they are ready to do things they haven’t been able to do during the pandemic whilst 43 percent said they hope for something different.

Respondents further shared what exactly they were hoping for in open questions, with most displaying a desire for something totally new, revealing a general mix of emotions and uncertainty or wanting to aid in the rebuilding of the world around them.