Press release
Mødrehjælpen X By Malene Birger
15 November 2018

This holiday season, By Malene Birger has partnered with the charity Mødrehjælpen on their ‘Christmas Help’ initiative. Created to assist vulnerable families in having a better Christmas, this idea is one close to our hearts. We are, after all, a brand that wants to empower and support women. Our contribution to Mødrehjælpen comes through a specially designed T-shirt, complete with our trademark teddy bears. In three different colours, with either one, three or six teddies, this is an item that appeals whatever the story behind it. But, right now, these teddies have a job to do. By buying this T-shirt, our customers will be giving back to Mødrehjælpen. Sold instore and online, all profits will be donated to the charity.

We are a modern brand so we are launching this campaign in a modern way. We have partnered with 20 Danish influencers and editors to support our Mødrehjælpen x By Malene Birger T-shirt on social media. They will be wearing it in selfies on their platforms from the 15th November, and explaining why this is a cause to pay attention to this Christmas. We will then follow with a campaign on our own channels. By bringing Mødrehjælpen into the center of the fashion world, we hope that it will inspire our customers to spread a little Christmas cheer this holiday season. As the teddy T-shirt is shared online, Mødrehjælpen’s worthwhile work will be shared too. That way, more and more families might have a holiday to remember.

“Mødrehjælpen is a charity that By Malene Birger is honoured to support. At this time of year, it is as important to give back as it is to receive presents under the tree. We hope that our campaign can bring Mødrehjælpen to a new audience, and that the money raised through sales of our T-shirt can help some families in need this Christmas,” Morten Linnet, CEO, By Malene Birger

We are both happy and grateful that By Malene Birger has chosen to support our Christmas fundraising this year. With the brand's contribution, we are able to help even more families in need, so that all children can celebrate Christmas, says Ninna Thomsen, Director at Mødrehjælpen

For questions please contact Brand & PR Manager Lotte Skovgaard Nielsen, losn@bymalenebirger.com.