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Children Are Stars Too, with Help from
T.J. Maxx
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T.J. Maxx's back-to-school campaign features children from the communities where Save the Children works. |
Westport, CT (July 22) – This month, children from Franklinton, La., and Columbia, Miss., are celebrity models, thanks to a one-of-a-kind promotion by national retailer T.J. Maxx, a Save the Children partner since 1984.
For its back-to-school marketing campaign, T.J. Maxx put a nationwide spotlight on children from communities where Save the Children works. Instead of working with professional models for the back-to-school photography featured in advertising, in-store signage, direct mail, web and public relations materials, T.J. Maxx held a photo shoot in two rural towns where Save the Children provides literacy and nutrition programs in schools. The photographs are on display in T.J. Maxx stores through August.
"On the day of T.J. Maxx's photo shoot, children from rural Mississippi and Louisiana were the stars, and just like professional models, they were treated to expert hair styling, makeup and tailoring," said Mark Shriver, vice president and managing director of Save the Children's U.S. Programs. "T.J. Maxx let these children shine, and for the next month, T.J. Maxx customers will see that any child – regardless of where she or he is from – can be a star."
In addition to the awareness campaign, T.J. Maxx will be hosting its seventh annual "Happy Hearts" campaign from July 29 - August 25. T.J. Maxx customers will be invited to make a donation to Save the Children to assist children in need around the United States. Through the generosity of the T.J. Maxx and its customers, over $1.475 million was raised last year.
Visit T.J. Maxx's web site and see back-to-school photos.
Learn more about Save the Children's U.S. Programs.
