JanSport launches #UnpackThatChallenge campaign, donation

Jesus Figueroa

JanSport announced plans to donate 10,000 backpacks to World Central Kitchen, a non-profit dedicated to creating smart solutions to hunger and poverty, in response to the COVID-19 pandemic.

Through this donation, World Central Kitchen will use the packs as a vessel for delivering much-needed food to students in Oakland, California and Los Angeles, Calif.
"The COVID-19 pandemic has forced thousands of schools and colleges to close. For some students, that means access to daily nutrition and meal plans is cut off," Monica Rigali, Senior Director of Marketing at JanSport, said. "By partnering with World Central Kitchen, JanSport can help get food and necessary supplies to those in need. We've always been there for students and we intend to be by their side during this uncertain time." 
Timed with this donation, JanSport is working with JUV Consulting, a youth-focused think tank run by members of Gen Z, to launch the #UnpackThatChallenge on TikTok for displaced students to promote a hopeful message while adjusting to their new normal. 
To participate, simply:
  • Grab your backpack from the left of the frame 
  • Pull out your unique school day essentials, whether that be a laptop, textbooks, or something out of the box 
  • Hand your backpack off to the left 
  • Include #UnpackThatChallenge in your caption 
  • Pair video with Greyson Chance's "Seasons Nineteen"
The challenge encourages duetting other participant's videos to build connections, while giving back to other students in need through World Central Kitchen. 
"We were happy to team up with JanSport to help them better understand what Gen Z is going through during this challenging time," Ziad Ahmed, CEO and Co-Founder of JUV Consulting, said. "JanSport is such an iconic brand and we were excited work with them to help students cope with their new school from home situation." 
For more information on how to get involved, please visit JanSport.com.

About JanSport®
JanSport, a division of VF Outdoor, LLC., was founded in 1967 in Seattle, WA, by three pioneers in the outdoor industry. Though the brand began by manufacturing and marketing world-class outdoor backpacks, today the product offering includes outdoor gear and daypacks sold on jansport.com, department stores, and specialty and boutique retail locations throughout the world. All JanSport packs are backed by a lifetime warranty to guarantee they stand by customers through their life's adventures.

About JUV Consulting
JUV Consulting (juvconsulting.com) is a purpose-driven Generation Z agency that was founded in 2016 by a group of Generation Z-ers. The company exists to help clients better connect with young people through research, strategy, marketing, and creative services -- empowered by the belief that the world looks better when diverse young people themselves have a seat at the table. Since 2016, JUV has worked with over 20 Fortune 500 companies, has been profiled by the likes of The New York Times, and has been recognized as one of the top start-up employers in the country by Forbes.

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