Hollister Co. a division of Abercrombie & Fitch Co. has announced its 2016 anti-bullying campaign, All Equal. The program is now in its fourth year and continues to raise anti-bullying awareness globally and provide resources for those most in need. Since launching in 2013, the campaign has donated over $1,000,000 to philanthropic efforts and reached over 1,750,000 students and awarded scholarships to 30 deserving students who have overcome bullying in their own lives.

Brent Rivera, a social media personality, teamed up with Hollister to produce and star in this year’s educational video. At 18 years old, Brent has experienced bullying in school, as well as cyberbullying on social media, and wants to help bring awareness to the important issue. Using relatable situations teens likely experience, Brent’s energetic and engaging video scenarios show examples of how teens today can help prevent bullying. The video also features hit single “Mama Said,” the latest from breakout artist Lukas Graham, which recounts the singer’s upbringing in a marginalized community in Denmark, and how positive and encouraging messages helped him through tough times.

“This partnership and campaign mean a lot to me. ALL EQUAL helps create much needed awareness for the issue of bullying and I was honored to not only help support this initiative, but to have direct input in the type of content that is sent out to schools,” said Brent Rivera. “I think the video will be interesting to middle and high school students and I hope that more teens will start to stand up for what is right and help end bullying.”

Additionally, Hollister has designed a line of graphic t-shirts that feature inspirational messaging to help raise awareness around anti-bullying. Starting today, September 29th, the t-shirts will be sold in all Hollister locations globally, and online at www.HollisterCo.com. All sales from the All Equal collection tees will be donated to efforts that support the health and wellness of kids and teens, with the first $150,000 of sales benefiting No Bully.