RocaWear Campaign

There are hundreds of clothing companies out there that design apparel for adolescents. The select few, who stand out from the rest, try to reach out to their consumer base to try to make them better people on the inside as well as the outside. RocaWear, for example, has began a campaign called I Will Not Lose (IWNL). Their website (see title link) features stories of now-famous celebrities, who share their experiences overcoming adversity. Inspirational quotes are also on the site; for example, hip-hop artist Ciara says that "every struggle [she] faced was necessary because it made [her] a better person." Aspiring young artists, actors, singers, and dancers can read these messages and realize that they are not the only ones facing problems. Going one step further, RocaWear invites all teens to submit their own videos showcasing their own victories over adversity to win a chance to be featured in the RocaWear Spring/Summer 2008 Ad Campaign. What a wonderful way to bring self-esteem and hope to teenagers who may not be able to find it anywhere else. RocaWear, I applaud you.