In its eighth year, the Maxx You Project will
further its mission to empower women everywhere to express their
most authentic selves by celebrating their
multidimensionality
FRAMINGHAM, Mass., June 25,
2024 /PRNewswire/ -- A recent TJ Maxx survey found
that 94% of women will be labeled by others in their lifetime,
often confining her to a singular identity – pretty or smart,
athletic or fashionable, funny or serious – but no woman is ever
just one thing. Research findings showed that 53% of women say that
the labels given to them at an early age had a lasting impact on
them. For nearly a decade of work through the Maxx You Project, TJ
Maxx has championed self-expression and today announces its newest
campaign, Claim Your And, designed to empower women
everywhere to break free of the labels that limit them and embrace
their full, multi-faceted selves.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9276451-tj-maxx-mandy-moore-claim-your-and-campaign/
TJ Maxx will kick off the multi-phased campaign in partnership
with icon and multihyphenate, Mandy
Moore, who throughout her career has often been labeled by
others. Drawing from her personal, empowering journey towards
breaking free of those labels and embracing her
multidimensionality, Moore will headline a fireside chat on
MaxxYouProject.com moderated by Simone
Boyce on July 30th,
2024.
"For as long as I can remember, I've felt confined by labels
given to me – a singer or an actress, kind or strong, a producer or
a mom – but I've never been this OR that," said Mandy Moore. "There's so much power in
forgetting 'or' and I'm so excited to finally be claiming all of my
'and's' - on my own terms - at this stage in my life. Looking in
the mirror and embracing all of my many facets has been an
unbelievable experience and I can't wait to hear stories from women
joining me on this journey. I feel so inspired and honored to be
partnering with TJ Maxx to encourage women everywhere to boldly
express every unique element of their identity."
Taking to social, Moore will share her story to inspire women to
join her in championing self-expression and boldly Claim Your And.
Today through August 31st, women
everywhere are invited to define themselves on their own terms and
comment the many facets of themselves that make them feel like
their full, authentic self. For every comment using #ClaimYourAnd
on @tjmaxx's TikTok and Instagram, TJ Maxx will donate $1 to Dress for Success, with a minimum donation
of $100,000.
"At TJ Maxx, we believe in and celebrate the multidimensionality
of women. Our stores and site have always provided women with
access to the labels they want - empowering them to express their
full selves," said Christina Lynch,
Vice President, Marketing Director, TJ Maxx. "With our newest Maxx
You Project initiative, Claim Your And, we look forward to opening
the conversation around the impact of imposed labels and
encouraging women to claim the labels that express their most
authentic self – on their own terms."
TJ Maxx has long provided tools and resources to support women
through expert-led workshops. Understanding that over 81% of women
want to define themselves on their own terms, offering this
resource is increasingly valuable to empower women to take that
first step. TJ Maxx and long-time partners Dress for Success and
Save the Children will host a series of inspiring workshops led by
a roster of powerhouse experts like author Amanda Montell, basketball coach Sydney Carter, and astronaut Kellie Gerardi, on a range of topics from the
history of labels to embracing your own unapologetic style. All
workshops and programming will be available to women everywhere
beginning July 30th on
MaxxYouProject.com.
"Women entering, re-entering or transitioning in the workforce
often feel confined to a singular identity based on labels that can
have a significant impact on their lives – and we are here to
help," said Dress for Success CEO Michele
Meyer-Shipp. "Our continued partnership with TJ Maxx allows
us to provide women with support, tools and resources to help them
thrive in the workforce and their everyday lives."
Join the conversation with @tjmaxx on TikTok and Instagram. To
learn more about Claim Your And, including the tools and resources
TJ Maxx is providing to empower women to boldly express every
unique facet of their identity, visit MaxxYouProject.com.
*From June 25 to August 31,
2024, TJ Maxx will donate $1
to Dress for Success for every comment expressing
multidimensionality with #ClaimYourAnd on @tjmaxx's TikTok and
Instagram, with a minimum donation of $100,000
About The Research
TJ Maxx commissioned this research to understand the impact of
labeling on women. We wanted to expose the problem of negative
labels and the importance of women defining themselves. This
research set to identify the labels women are given from themselves
or others and what needs to change in order to empower women to
shed labels.
We asked 2,000 women in the US to take part in a 15-minute
online survey. This was a nationally representative sample across
standard demographics. Research was conducted in July of
2023.
About The Maxx You Project
The Maxx You Project began in 2017 as TJ Maxx's ongoing
initiative dedicated to helping women pursue their most authentic
lives. Since its inception, The Maxx You Project has touched the
lives of more than 200,000 women across the country through
interactive experiences and programming. In its 8th year, TJ Maxx
and Mandy Moore are teaming up to
launch Claim Your And, a program designed to
empower women everywhere to break free of the labels that limit
them and boldly express their multidimensional selves. From
June 25 to August 31, 2024, TJ Maxx
will donate $1 to Dress for Success
for every comment expressing multidimensionality with #ClaimYourAnd
on TikTok and Instagram, with a minimum donation of $100,000, to expand their network of support,
development tools and workshops to help women become their most
authentic selves.
About TJ Maxx
As the nation's largest off-price retailer, with more than 1,200
stores spanning 49 states and Puerto
Rico, TJ Maxx helps empower shoppers to be their most
unapologetic selves. For style tips, inspiration and more,
visit us on Instagram at @tjmaxx, TikTok at
@tjmaxx, Facebook at
facebook.com/tjmaxx, Pinterest at
pinterest.com/tjmaxx and Twitter at
@tjmaxx. Visit tjmaxx.com or download
the TJ Maxx app to shop online and locate your nearest
store.
About Dress for Success
Dress for Success® Worldwide is the leading global nonprofit
employment resource for unemployed and underemployed women. With
more than 140 affiliates across 20 countries, Dress for Success has
helped over 1.3 million women in their pursuit of financial
independence.
About Save the Children
Save the Children believes every child deserves a future.
Since its founding more than 100 years ago, Save the Children has
advocated for the rights of children worldwide. In the United States and around the world, they
work to ensure children have a healthy start in life, the
opportunity to learn, and protection from harm. Save the Children
does whatever it takes for children – every day and in times of
crisis – transforming the future we all share. Follow us on
Facebook, Instagram, Twitter
and YouTube
Media Contact:
Kayla Shroyer
(571) 278-4445
Kayla.Shroyer@edelman.com
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SOURCE TJ Maxx