Old Navy, a retail brand, celebrates inclusivity through its Happy All-idays campaign.
This campaign aims to encourage everyone to be Santas, and offers a training course that is open to all who are interested in spreading holiday joy. Old Navy is open to all, regardless of ethnicity or cultural heritage. They want to increase Santa’s representation.
Old Navy launched its inclusive Santa campaign last Christmas, with less than 5 percent of US professional Santas identifying themselves as people of color. It introduced its skin-tone Santa prints, which depict Santa in three skin tones.
Old Navy’s Santa Bootcamp offers a training program that includes a 30-minute virtual course in which trainees learn the basics of being Santa. The brand has partnered with Timothy Connaghan (founder of School4Santa and owner of a Santa booking agent), who is a veteran Santa.
Additionally, the brand will cast diverse Santas in its flagship stores in New York City and San Francisco.
Old Navy will donate one-million dollars to the Imagine Mission Fund through Old Navy’s This Way Onward program. This program provides mentorship and career opportunities for young people. It provides transportation, housing, and clothing allowances to young people. Over 10,000 youth from diverse backgrounds have been mentored and offered jobs by Old Navy.
Old Navy’s Allidays campaign also features two TV spots and a series digital extensions starring Keke Palmer, an actress and singer. Palmer is shown alongside a variety of families as they go about their holiday traditions. A diverse set of influencers will be able to share their holiday traditions on the brand’s platform, with one per week starting November 16.
“Inclusivity is a core value of our Old Navy values. It is represented in how products come to life, how they are managed, and the people who work with them. Jamie Gersch, SVP and CMO of Old Navy, said that they can’t wait for our customers to celebrate All-iday.”
The brand’s Santa print pajamas are now available in collaboration with Gap Color Proud Council. This is part of the company’s Equality and Belonging group. These pajamas come in three skin tones and will be available in other inclusive styles, such as rainbow and menorah prints.