JanSport announced plans to donate 10,000 backpacks to World Central Kitchen, a non-profit dedicated to creating smart solutions to hunger and poverty, in response to the COVID-19 pandemic. Through this donation, World Central Kitchen will use the packs as a vessel for delivering much-needed food to students in Oakland, CA and Los Angeles, CA.

“The COVID-19 pandemic has forced thousands of schools and colleges to close. For some students, that means access to daily nutrition and meal plans is cut off,” said Monica Rigali, Senior Director of Marketing at JanSport. “By partnering with World Central Kitchen, JanSport can help get food and necessary supplies to those in need. We have always been there for students and we intend to be by their side during this uncertain time.”

Timed with this donation, JanSport is working with JUV Consulting, a youth-focused think tank run by members of Gen Z, to launch the #UnpackThatChallenge on TikTok for displaced students to promote a hopeful message whilst adjusting to their new normal.

To participate, grab your backpack from the left of the frame. Then pull out your unique school day essentials, whether that be a laptop, textbooks, or something out of the box. Hand your backpack off to the left then include #UnpackThatChallenge in your caption.
Lastly, pair your video with Greyson Chance’s “Seasons Nineteen” on TikTok.

The challenge encourages duetting other participant’s videos to build connections whilst giving back to other students in need through World Central Kitchen.

“We were happy to team up with JanSport to help them better understand what Gen Z is going through during this challenging time,” explained Ziad Ahmed, CEO and Co-Founder of JUV Consulting. “JanSport is such an iconic brand and we were excited to work with them to help students cope with their new school from home situation.”

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