Bulgari has launched a new campaign, #RaiseYourHand, in celebration of its years of philanthropic collaboration with Save the Children, the world’s leading independent organisation for children.
The campaign features a new video created under the artistic direction of multi-talented, New York-based photographer/director Fabrizio Ferri.
The video was presented at a press conference held at Rome’s Museum of Contemporary Art, Maxxi. In addition to the video, Ferri also took stunning portraits of actors, models, media personalities and even a member of royalty, all of whom have pledged their support to the cause. Those photographed include Olivia Palermo, Luke Evans, Naomi Watts, Lily Aldridge, Meg Ryan, Shu Qi and many more. Ferri explains the significance of the hand raising gesture as a signal of the organisation’s unrelenting presence and participation, and the fearlessness to take action to find the answer.
The collaboration started seven years ago, on Bulgari’s 125th anniversary. In celebration of its past, Bulgari committed to creating a better future for the world’s most vulnerable children and launched a partnership with Save the Children. Save the Children is committed to lifting children out of poverty, and into safer, protected environments. The organisation is also constantly working to find breakthroughs in the way underprivileged children are treated in order to achieve immediate and lasting changes in their lives.
Bulgari chose Save the Children as it is a charity organisation with a global reach and shares Bulgari’s passion for a strong focus on results. With a common goal in mind, the two organisations have capitalised on one another’s strength to provide the most amount of help year after year. Bulgari is confident that the tangible results achieved through this collaboration are evidence of how luxury brands can make a difference.
Proceeds from an exclusive jewellery collection make up the funds donated to Save the Children. The collection consists of a ring, a pendant and a bracelet. Each piece of jewellery is adorned with a Save the Children logo. The entire collection is inspired by Bulgari’s iconic Bzero 1 design. For the #RaiseYourHand campaign, a sterling silver and black ceramic bracelet is the centerpiece of the collection. As of June 2016, Bulgari has raised US$50 million for the campaign, the largest amount ever in the luxury segment.
The #RaiseYourHand collection is available in Bulgari stores worldwide, select department stores and on Bulgari’s website. A portion of every sale will be donated directly to Save the Children.