Labels have defined women since 2017. According to TJ Maxx, 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.

In its recent survey, 53% of women said that the labels given to them at an early age had a lasting impact on them.

TJ Maxx has championed self-expression and individuality for nearly a decade through its Maxx You Project. In June this year, the brand launched a campaign designed to keep inspiring women to be empowered and break free of the labels that limit them and, instead, embrace their full, multifaceted selves.

The campaign, Claim Your And, was created by Edelman. The multi-phased campaign launched in partnership with Mandy Moore, who has often been labelled by others throughout her career.  

Now Daphne and Velma from Scooby-Doo have been brought into the picture through Born Licensing. Born Licensing used its strong relationship with the rights holder, Warner Bros., to negotiate a great deal for the client, and managed the approval process of the creative assets from start to finish.