Sep 13, 2013
CONTACT Lauren Brisbo

Futures and Macy's Team Up To Launch Contest to Celebrate Respect!

RESPECT! Challenge asks “Who Would You Like to Thank for Teaching You Respect?”

SAN FRANCISCO (September 12, 2013) – The RESPECT! Challenge, a national social media contest co-hosted by Futures Without Violence and Macy’s, launches this week with an interactive campaign designed to celebrate everyday role models and heroes. The RESPECT! Challenge asks the public to share their story by writing a thank you note or posting a video online about the person who taught them respect. Entrants can participate via Macy’s Facebook page, Futures Without Violence’s Facebook page, or on the Futures website.

Since 2008, the RESPECT! campaign has encouraged and promoted respect and healthy relationships among students, teachers, and schools across America. Macy’s, the national founding partner of the campaign, has a strong history of support for violence prevention and awareness programs, invites their Facebook fans to enter the eight-week online Challenge that asks the question, “Who would you like to thank for teaching you respect?”

“Last year’s Respect Challenge was a great success among teachers and students all over the country, so we’re eager to build on that by expanding our anti-bullying messaging and promoting the contest in schools throughout September and October,” said Futures Without Violence Founder and President Esta Soler.

One grand prize winner will earn a donation of $10,000 to a school or nonprofit organization of their choice, as well as a VIP trip to New York City to attend the Macy’s Thanksgiving Day Parade this November. Eight regional winners will earn a $2,500 donation to a nonprofit organization or school of their choice, a $2,500 scholarship/stipend, and a $250 Macy’s gift card. Click here for Contest Rules.

“We hope that the positive stories generated through this campaign will remind us of the life-changing role that parents, teachers, coaches, and so many other mentors can have on shaping young lives,” said Martine Reardon, Macy’s Chief Marketing Officer.

The campaign features a new video with some of YouTube’s top performing artists. Produced by MAKERMusic, an online content portal designed to showcase musicians, artists, and tastemakers, the video showcases artists covering the iconic song R-E-S-P-E-C-T, made famous by legendary Aretha Franklin. A key ingredient in the national Facebook campaign, the video features participation from such talented YouTube artists as Sarah Gregory from The Gregory Brothers, Chester See, A.J. Rafael, Alex Alonso and Glozell, among others.

The 20,13 RESPECT! Challenge on Facebook marks the second year of partnership with social media experts at AKQA, one of the world’s top digital agencies. The San Francisco-based team volunteered to design and help execute the campaign and also solicited $1 million in donated online advertising for the cause-based contest. Wildfire, one of the world’s largest social media marketing software providers, also donated their services to optimize the Facebook application.

Take part in the 2013 Facebook RESPECT! Challenge from September 8 through October 25 to help support positive role modeling and healthy relationships. A little respect goes a long way,  

Futures Without Violence 
For more than 30 years, Futures Without Violence has led the way and set the pace for innovative educational programs, public action campaigns, policy development and leadership training designed to end violence against women, children and families around the world. Instrumental in developing the landmark Violence Against Women Act passed by the U.S. Congress in 1994, Futures Without Violence has established an International Conference Center that will engage today’s diverse national and global leaders, stand with survivors, and continue working to break the silence around gender-based violence. 

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at Via its stores, e-commerce site, mobile and social platforms, Macy's offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy's flagship stores -- including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, Dadeland in Miami and South Coast Plaza in southern California -- are known internationally and leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers, employees and Macy's Foundation, Macy's helps strengthen communities by supporting local and national charities giving more than $70 million each year to help make a difference in the lives of our customers.