Jockey Being Family Backpack Program - Jockey and The Jockey Being Family Foundation
Jockey is the leading undergarment brand in the U.S. department store channel with core brand values of comfort, warmth and trust. A loving family is perhaps the very best metaphor for expressing the essence of these values which is why the company decided to focus on adoption services as their cause area of focus.
Jockey is the only company that provides post-adoption support services to adoption agencies and families coast-to-coast. When a child is adopted out of the foster system into a family, the government support that adoption agencies rely on to function vanishes. This support is essential, because the societal and economic cost of failed adoptions is huge.
Jockey’s program includes a personalized backpack for every adopted child as well as a parent tote bag that delivers essential post-adoption support resources (education, references to services, etc.).
To raise money, Jockey sells teddy bears, keychains and bracelets online, at events and in their 120 stores, and collects donations with $1, $5 & $10 scan cards in outlet centers nationwide. All employees, from corporate to store associates, are engaged and incentivized to participate in a variety of ways.
As a result, the donation goal in stores was exceeded by 21% and over 3,000,000 consumers were reached with catalog and online catalog appeals. The national expansion secured participation from agencies in all fifty states, who collectively will facilitate the adoption of over 10,000 children in 2016, which represents 20% of the 50,000 children adopted domestically each year. Jockey has awarded over 200 scholarships to the North American council on Adoptable Children and 3,400 scholarships to the Center for Adoption Support and Education for adoptive parent training, workshops and webinars, and directly impacted over 300,000 families in North America.