March 26, 2021
Carlstadt-based Lion Brand Yarn Company, a leading US distributor of knitting and craft yarn, announced an official partnership with Mental Health America, the country’s leading nonprofit advocating the needs of people with mental illness and the promotes mental health. from all. The partnership was announced on “Lion Brand Day”, the most important day for the yarn manufacturer to celebrate artisans to overcome these difficult times.
Mental Health America confirms that knitting and crocheting have a variety of mental health benefits, including “lower blood pressure, less depression and anxiety, distraction from chronic pain, increased wellbeing, and less loneliness and isolation”.
“We are honored and excited to partner with Lion Brand Yarn Company and be such an important part of their promise to raise awareness of mental health, especially in the craft sector,” said Paul Gionfriddo, president of Mental Health America and CEO. “Your commitment to spreading this message and raising funds for our organization is a testament to our goal of improving the mental health of as many people as possible.”
For the long-term partnership, Lion Brand aims to raise funds for Mental Health America and its wide-ranging services, and the announcement of “Lion Brand Day” informs the large community of the yarn company about the non-profit collaboration. Additionally, with Lime Green as the international mental health awareness color, Lion Brand will be promoting the sale of a special kit to encourage its artisans and consumers to create Lime Green scarves. Proceeds from the kit will go directly to Mental Health America.
In May, during Mental Health Awareness Month, Lion Brand will launch several initiatives to benefit Mental Health America, including:
- A full day stitch-a-thon happening on Lion Brand’s social media channels and its extensive community of artisans encouraged to donate to Mental Health America.
- Email engagements with customers and key retailers promoting the fundraiser.
- A “virtual run” where all proceeds go to MHA.
- A large-scale, zoom knitting and crocheting event where MHA representatives join attendees from near and far for a special hour-long episode of Lion Brand’s daily live Facebook series, “The Shi Show,” by Lion Brand Ambassadors Shira. Blumenthal is moderated and broadcast to almost 600,000 followers.
- Promote the sale of the lime green scarf kit.
“We are very excited to start this incredible partnership with Mental Health America,” said Shira Blumenthal, who is also the founder of the Lion Brand-sponsored anti-bullying campaign #HatNotHate. “Mental Health America’s work aligns with everything we stand for, from Lion Brand’s mission to highlight the benefits of the craft for mental health, to #HatNotHate’s mission to explore the short and long-term psychological effects of Address bullying. We are more than confident that our craftsmen will be delighted to donate to this good cause. “
“We believe 2021 will be an incredible opportunity to bring the important Mental Health America message to a wider audience,” said Chris Mills, CEO of Lion Brand Yarn Company. “By uniting our shared values, our collective supporters, followers and customers, we believe we can make a positive contribution to spreading a hopeful and empowering mental health message this year and in the years to come.”
In addition, Mental Health America is continuously woven into the recently launched #HatNotHate 2021 campaign, which pledges to collect 100,000 hats from manufacturers and donors to be distributed to schools in October during National Bullying Prevention Month. Mental Health America representatives are slated for new appearances on “The Shi Show,” during which time Lion Brand and #HatNotHate will fund donations to Mental Health America.
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