Mary Kay Inc. is extending its partnership with the company, LoveIsRespect, and its dating abuse prevention platform, Text-for-Help. Mary Kay has signed on to support the company for the next three years – and will donate $1.25 million to support its key initiatives.

LoveIsRespect is a text message helpline. By sending the text “loveis” to 22522, young people are instantly connected via text with resources and support.

Mary Kay began sponsoring LoveIsRespect in 2012 with a $1 million grant. Since then, the service has seen a 48 percent increase in the number of texts, online chats and phone calls it receives from teens and young adults seeking help and information on healthy relationships and dating abuse. In 2014, the project answered nearly 56,000 texts, online chats and phone calls from around the nation.

Crayton Webb, Vice President of Corporate Communications and Corporate Social Responsibility for Mary Kay Inc., explained:

“We know that one in every three teens experience some form of dating abuse in the United States which makes it critical to start talking early about fostering healthy dating relationships and teaching young people how to identify and avoid abusive behaviors. At Mary Kay, we are whole heartedly committed to breaking the cycle of domestic violence through financial support and innovative programs. We believe the company’s continued partnership with loveisrespect is making an impact with every young person who calls, texts or chats online seeking help from abuse.”