Pledging to donate up to $250,000, the French fashion brand, Christian Dior, supports education in Kenya behind ‘WE Charity’, a benevolent division of the Canadian association ‘WE Movement’ with the “Dior Love Chain”. Their movement is in support of work for WE Schools in Kenya.
Executing their advocacy with collaborative programs both globally and domestically, WE Charity is a global charity and educational partner based in Canada.
WE Charity partners with communities to implement WE Villages, a holistic, five-pillar international development model designed to achieve sustainable growth in Africa, Asia and Latin America.
Presently providing services in Kenya, rural China, Sierra Leone, Nicaragua, Ecuador, Haiti and India, WE Villages is an advocate for community development in areas where there are excessive amounts of child labor, exploitation of children and a lack of opportunities for the girl child.
Within the five-pillar model they help provide education, installations of clean water sites and health clinics. WE Villages also provides food in school gardens, for families and in schools with help from founding partner PotashCor. Finally, it assists parents, especially moms, by innovating new economic opportunities through leadership sessions, financial literacy workshops and vocational training.
WE Charity’s goal is aimed at providing Kenyan girls with an education. Each post in the Dior Love Chain will offer the opportunity to donate one dollar to WE Charity by the Dior house, Parfums Christian Dior. The Dior Love Chain campaign is using all social media networks as the platform and is up to almost $40,000 worth of uploads.
With a commercial video posted to Twitter, Instagram and Weibo, Dior supports education in Kenya by inviting all social media users to upload their own artistic expression in answering, “And you? What would you do for love?” with a video or photo.
The commercial opens with dialogue exchange as the campaign called to their muses and house friends. Stars featured to advocate the initiative include Rihanna, Carine Roitfeld, Bella Hadid, Natalie Portman, Charlize Theron, Winnie Harlow and Jennifer Lawrence to name a few.
Each post uploaded to the listed platforms and “hashtagged” #DiorLoveChain will be considered for publishing to Dior.com by the campaign and will run up until December 31, 2017.
– Jalil Perry