TJ Maxx -
Purpose Campaign

Singular labels have been put on women for generations. In fact, 94% of women have had labels imposed on them by others, and only 16% feel the labels given to them by others align with how they would define their true selves.

You’re either serious OR fun. Sporty OR fashionable. This OR that. But your multidimensionality can’t be confined to one label.

TJ Maxx believes that every woman should feel free to express her full self. So, we teamed up with Mandy Moore and renowned experts for our #ClaimYourAnd campaign, encouraging women everywhere to Forget OR and embrace ALL the labels that define them.

THE HERO FILM

THE SOCIAL

THE SITE

We created a site filled with past and present resources for women to learn more about claiming their AND.