T.J.Maxx | Maxx You Project: The Change Exchange

The Maxx You Project is T.J.Maxx’s ongoing initiative to support women as they navigate who they are and who they’re becoming. Just as T.J.Maxx stores provide you with the tools you need to express yourself at every age and life stage, we designed this program to provide the support you need to turn moments of change into moments of growth.

Our research discovered an uncomfortable truth: we are less likely to find support from our immediate circles in moments of personal change, and 1 in 2 women say their support system isn’t supportive when they want to proactively make a personal change. Enter The Change Exchange: a pen pal program designed to help women connect with each other, so they always feel supported as they navigate moments of change.

We partnered with Mindy Kaling, who was matched with two pen pals and exchanged handwritten letters (with the help of our fun branded stationary kits). We also created a series of Instagram Live workshops and drove women to join our always-on Facebook Group: Women Embracing Change.  

CTA Video with Mindy Kaling

MaxxYouProject.com

Supporting Dress for Success

Each sign-up for The Change Exchange triggered a $10 donation to Dress for Success, ensuring that as participants were opening up to each other, they were simultaneously making it possible for women in need to pursue the changes they wanted to make for themselves in their lives.

Instagram Live Workshops

On Instagram, we hosted an interactive workshop series to help our followers learn more about navigating change, moderated by our longtime MYP partner Laura Berman Fortgang and co-hosted by inspiring experts in the writing space including Katherine Schwarzenegger, Julie Murphy, and Corinne Foxx.