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Hello, communicators:

Luxury fashion brand Kate Spade is promoting the mental health of New York City artists with its Fall 2021 campaign, enlisting choreographer Dylan Pearce along with a group of New York performers who “invite a renewed sense of optimism to the streets” and “utilize dance as a mode of transportation” to spotlight the resilience of New York, according to a press release shared with PR Daily.

As part of the campaign, the brand will also launch a TikTok hashtag challenge intended to engage customers from around the globe.

Courtesy of Kate Spade

The campaign will also put mental health at the heart of Kate Spade’s social impact work by building on its ongoing partnership with The National Council for Mental Wellbeing and will donate an additional $75,000 to provide Mental Health First Aid training, along with mental health education workshops, to New Yorkers within the arts community.

“We are so proud to expand our partnership with The National Council for Mental Wellbeing this Fall,” said Kate Spade New York CMO Jenny Campbell. “This donation is an important piece of our love letter to New York, allowing us to continue to support the local community who has given so much of themselves during the pandemic to create joy and optimism.”