The new “Claim Your And” campaign, which TJ Maxx is kicking off in partnership with singer/actress/producer Mandy Moore, seeks to tap into the frustration felt by people — particularly women — who feel limited by the labels routinely applied to them by society.
“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 Moore in a statement. “There’s so much power in forgetting ‘or’ and I’m so excited to finally be claiming all my ‘and’s’ — on my own terms — at this stage in my life.”
The campaign, the latest iteration of the retailer’s Maxx You project, will encourage people to comment on the many facets that make them feel like their full, authentic selves. For every comment posted on TJ Maxx’s TikTok and Instagram between now and Aug. 31, 2024 that uses the hashtag #ClaimYourAnd, the retailer will donate $1 to the nonprofit Dress for Success, with a minimum donation of $100,000.
“At TJ Maxx, we believe in and celebrate the multidimensionality of women,” said Christina Lynch, VP and Marketing Director at TJ Maxx in a statement. “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.”
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On July 30, Moore will headline a fireside chat on MaxxYouProject.com moderated by Simone Boyce, discussing her own journey toward breaking free of labels and embracing her multidimensionality. Additionally, TJ Maxx, along with Dress for Success and Save the Children, will host a series of inspiring workshops led by experts like author Amanda Montell, basketball coach Sydney Carter and astronaut Kellie Gerardi. The content will be available beginning July 30, 2024.
TJX, parent company of TJ Maxx and other brands, appears to be on a strong growth path. Last month, TJX CEO and President Ernie Herrman said the retailer’s long-term plans include expanding its footprint by more than 1,300 stores.
