"This year has been a tough one, and Covid-19 has brought a troubling spike in racist bullying to Aotearoa," Robinson said.
"Bullying has serious impacts on people's mental health and wellbeing. We all need to take a stand and stop bullying when we see it.
"The great thing about Pink Shirt Day is the acknowledgement that this type of behaviour is not acceptable. It reminds you that you can be an upstander and make a real difference to those affected by bullying. It really does make a difference in people's lives if you do."
Robinson said people are more likely to be bullied if they seem different from their peers in some way.
"This might include being clever or popular, differences in race, sexuality, gender identity, ethnicity, religion, disabilities and abilities, weight or height. That's why it's so important to celebrate diversity and embrace our differences – we aren't all the same and that's a great thing."
Pink Shirt Day has been held in New Zealand since 2009 and Robinson said engagement and support increase each year.
"Already more than 7000 people and organisations have registered to support the campaign. Thousands of workplaces will be celebrating diversity and schools and kura will be engaging with their tamariki to ensure all pupils are valued equally and to spread aroha and kindness."
Pink Shirt Day ambassador Suzy Cato said confident kids are less likely to be bullied.
"Spend time with your children and start building their confidence and belief in themselves. Whether it's joining them in a game or getting kids to help with chores around the house, acknowledge them and share how much you value them and what they mean to you. 'I love you' are the most amazing and beautiful words in the world."
• Cotton On is supporting Pink Shirt Day by selling specially printed T-shirts in all sizes and donating 100 per cent of the profits to the foundation.