A Call For Kindness Across Aotearoa

The Mental Health Foundation of New Zealand (MHF) is preparing to paint the country pink once again, announcing that the official 2026 Pink Shirt Day Cotton On merchandise collection goes on sale nationwide this Thursday, 23 April. This year’s launch marks a significant milestone for the movement - now firmly established across Aotearoa as the national symbol for standing against bullying and celebrating diversity.

For the first time in the eight-year partnership between the MHF and Cotton On, the Pink Shirt Day collection features original artwork by a New Zealand artist. Wellington-based illustrator Bonnie Brown of Studio Bon has created this year’s official design, bringing a joyful and local creative perspective to the national movement Pink Shirt Day, which takes place on Friday 15 May.

The impact of this movement is measurable. Since 2021, more than 277,000 Cotton On Pink Shirt Day t-shirts have been sold across Aotearoa, each one acting as a visible beacon against bullying. With 100% of net proceeds from Pink Shirt Day merchandise going directly to the MHF, the funds help power vital programmes that lift mental wellbeing in schools, workplaces and communities. Since the partnership between the MHF and Cotton On began in 2019, the total raised through sales and in-store donations has surpassed $3,801,000 - helping fuel the Upstander movement, which is rooted in the fact that more than half of bullying situations stop when a peer intervenes.1

The campaign theme, Kōrero Mai, Kōrero Atu, Mauri Tū, Mauri Ora - Speak Up, Stand Together, Stop Bullying, serves as a powerful call to action for schools, workplaces and communities across the motu to spread kindness and take a stand against bullying. Studies show that people who are bullied are more likely to experience poor mental health, including experiences such as depression, anxiety, and suicidal thoughts.

"Pink Shirt Day is about more than just wearing a colour - it is about the power of coming together to end bullying, harassment and discrimination in Aotearoa," says Shaun Robinson, chief executive of the MHF.

"With New Zealand still facing the third highest rate of school bullying in the OECD2, and where one in five workers have experienced bullying behaviour over the past 12 months3, the visibility and support of this campaign is critical. When we lead with kindness, we strengthen mental wellbeing and build environments where bullying can't thrive," says Robinson.

Tim Diamond, General Manager of the Cotton On Foundation, says the organisation is dedicated to creating a world where every young person can thrive. "We recognise that youth around the world are facing a mental health crisis and we are committed to being part of the solution. Pink Shirt Day in Aotearoa is a vital part of our global mission - we know how essential it is for young people to feel safe, valued and respected," Diamond says.

"Reaching a $3.8 million milestone for bullying prevention in New Zealand is an achievement we are incredibly proud of."

Launching this Thursday, the new Pink Shirt Day collection will be available online and in all Cotton On and Typo stores across Aotearoa.

Where to buy:

· Availability: At all New Zealand Cotton On, Cotton On Body, Cotton On Kids and Typo stores and online at www.cottonon.com/NZ from Thursday 23 April until 17 May or sold out.

· Fits: Adult tees available in Relaxed or Fitted styles

· Sizing: Babies, Kids and Adults, from 0-3 months to Adults 5XL

· T-shirt Pricing: Adults $25, Kids and Babies $15

· Extras: Tote bags and single enamel pins available for $5, 3-pack of pins $10

Pink Shirt Day 2026 will be celebrated on Friday 15 May. For more information or to access free resources, visit pinkshirtday.org.nz

About Pink Shirt Day:

Pink Shirt Day started in Canada in 2007 after two students stood up for another student who experienced homophobic bullying for wearing pink. The next day, hundreds of students wore pink to stand in solidarity with him. Now celebrated annually in more than 180 countries around the globe, Pink Shirt Day is about working together to stop bullying by celebrating diversity and promoting kindness and inclusiveness. It’s about creating a community where all people feel safe, valued and respected, regardless of gender identity, sexual orientation, age, ability, religion or cultural background. The Mental Health Foundation of New Zealand has run Pink Shirt Day in Aotearoa since 2012, with Cotton On Foundation joining as major sponsor in 2019.

Statistics about bullying in New Zealand

· Global ranking: Aotearoa has the third highest rate of school bullying out of 38 OECD countries. 2

· Student impact: In Aotearoa, 13% of students are frequently bullied - significantly higher than the OECD average of 9%.4

· Workplace prevalence: One in five workers in New Zealand has experienced bullying behaviour in the past 12 months.3

· Bullying costs NZ employers $1.34 billion every single year.5

· Disproportionate rates: People who identify as takatāpui, lesbian, gay, bisexual, transgender, queer, intersex, asexual, or other sexuality and gender-diverse identities (LGBTQIA+ or rainbow communities) experience higher rates of bullying. One in five transgender students (23%) in Aotearoa report being bullied at school weekly or more often.6

· Digital harm: One in five teens have experienced an unwanted digital communication that had a negative impact on their daily activities.7

· Ethnic communities: One in five learners from ethnic communities reported experiencing racist bullying in the last month - and over half witnessed others being bullied because of their ethnicity.8

About the Mental Health Foundation of New Zealand

Established in 1977, the Mental Health Foundation of New Zealand is a charity that works towards creating a society free from discrimination, where all people enjoy positive mental health and wellbeing. The organisation delivers a range of innovative mental health and wellbeing programmes for schools, workplaces and other settings. Most recently, the MHF has launched Rangatahi Rise - a youth-led social action project which empowers rangatahi to lead the conversation about mental health and improve wellbeing within secondary schools.

About Cotton On Foundation

Cotton On Foundation, the philanthropic arm of the Cotton On business, supports education, mental health and environmental projects around the globe. The Foundation believes that every young person should have someone to turn to and supports global partners to strengthen early intervention and raise awareness amongst young people, with the goal of reducing stigma and increasing access to prevention and mental health services. Its model is simple yet unique, driven by a passionate team and inspired by its customers. Every life-changing Foundation product sold - whether online or in stores around the world - contributes 100% of net proceeds to global initiatives, creating a world where every young person can thrive.

About Studio Bon

Wellington-based Bonnie Brown is a multi-disciplinary artist, illustrator and designer with a penchant for bold shapes and colours. She has worked with global brands such as Adobe, American Express, Blunt, Cosmopolitan, Essie, Estée Lauder, L'Oréal, Samsung and Tom Ford, and local initiatives on everything from advertising campaigns to magazine covers and limited edition packaging. Inspired by the world around her she uses striking colours and forms to create a sense of joy, nostalgia and fun within her work.

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