Strategy December 12, 2019
Bullied Boy’s Tennessee Tee Raises Nearly $1M
The University of Tennessee-Knoxville printed the child’s homemade design on T-shirts that generated funds for STOMP Out Bullying.
If you’re looking for a feel-good story for the holidays, this just might be it.
The University of Tennessee-Knoxville has raised nearly $1 million for an anti-bullying nonprofit organization through sales of a screen-printed message T-shirt, which was based on the homemade design of a Florida fourth-grader who was bullied over his tee. In all, the Tennessee Volunteers’ spirit store, VolShop, sold 112,715 shirts, generating $952,101 for STOMP Out Bullying.
The final numbers are in! 112,715 T-shirts sold. $952,101 raised for @STOMPOutBullyng. Thank you to the @UTVolShop, @Thredsinc, #VolNation, and to the fourth grader in Florida who started it all. See you in the Class of 2032! pic.twitter.com/qjVWDEvYYr
— UT Knoxville (@UTKnoxville) December 11, 2019
“There are no words to express how grateful we are to the University of Tennessee for choosing STOMP Out Bullying as the nonprofit organization they wanted to partner with on the Volunteers T-shirt,” Ross Ellis, CEO of STOMP Out Bullying, said in a quote reported by news.utk.edu. “We have always been an organization dedicated to spreading kindness and preventing bullying and cyber-bullying, and this extremely generous donation helps us to continue to make bullying history.”
The story of the UT T-shirt went viral in September. It began at an elementary school in Florida. A student there, who happened to be a Tennessee fan, wanted to show his support for the Vols at the elementary school’s college colors day, but he didn’t have any Tennessee gear, so he made a hand-drawn “UT” sign and attached it to a shirt that was orange – the Vols’ primary color.
The boy arrived at school excited about his shirt, but he was belittled by peers over the DIY creation. “Some girls at the lunch table next to his (who didn’t even participate in college colors day) had made fun of his sign,” his teacher wrote in a Facebook post. “He was DEVASTATED. I know kids can be cruel, I am aware that it’s not the fanciest sign, BUT this kid used the resources he had available to him to participate in a spirit day.”
The teacher’s post caught fire on social media, and soon the University of Tennessee became aware of the situation – and stepped up big time. UT’s alumni association, athletics department and Vol Shop overnighted the boy a 35-pound box full of Tennessee-branded merchandise. The promo product windfall included jerseys, shirts, hats, foam fingers, drinkware, totes, notebooks, pom poms, pens, socks and more. The package also came with handwritten letters of support and encouragement from Vols Nation.
What’s more, the VolShop turned the boy’s homemade design into the print for the official Tennessee T-shirt that was sold – to fantastic effect – to benefit STOMP Out Bullying. Upon going on sale, demand was so robust that the VolShop’s website temporarily crashed.
Share in a Florida elementary student's Volunteer pride by wearing his design on your shirt too! Pre-order today for a late September expected delivery. A portion of proceeds from every shirt sold will be donated to @STOMPOutBullyng .https://t.co/NdnTtYREFL pic.twitter.com/OeTZvgC09Y
— VolShop (@UTVolShop) September 6, 2019
In a final gesture of solidarity and support, UT offered the boy a scholarship for when he comes of age for college.
Beyond the feel-good factor and other important lessons, the story demonstrates the ability of thoughtfully conceived branded merchandise/promotional products to raise money to support worthy causes and to create solidarity, support and powerful emotional connections with target audiences.