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It will donate $20,000 to the group and for every pair of Red Band gumboots it sells between March 25 and Gumboot Friday on April 5, it will donate $2.
Gumboot Friday is a new project of I Am Hope, run by The Key to Life Charitable Trust founded by Mike King.
For the past three years, Key to Life has campaigned to change the language about and attitudes to mental problems while raising funds for Kiwi children who need mental health counselling.
“For generations, New Zealanders have trusted our company and products. As a Kiwi icon, it’s important for Skellerup to support Kiwis enduring tough times,” says David Mair, Skellerup’s chief executive.
Skellerup, a NZX-listed company, employs 800 people, about half of them in NZ. Its Red Bands have been part of the farming scene for 60 years.
“Many of us have family, friends or colleagues who have battled or continue to battle mental health issues.
“To start the conversation that ‘it’s OK to not be OK’ and to seek help about it is an excellent initiative by I Am Hope and one we are proud to support,” says Mair.
Mike King applauded so many businesses mucking in to support Gumboot Friday.