‘Positive news platform’, Smiley News has teamed up with the refugee charity Choose Love and a collective of global artists to launch a new campaign on the 75th year of the Universal Declaration of Human Rights.
The initiative is aiming to spotlight the enduring importance of human rights, while raising awareness and funds for Choose Love through the Matchmaker for Good programme by Smiley.
The Choose Love x Smiley collaboration is the latest evolution of Smiley Movement’s Matchmaker for Good, a charitable initiative that aligns companies with nonprofit projects that match their Corporate Social Responsibility (CSR) goals. The programme connects participants with over 25,000 charities, providing access to the Smiley IP free of charge to create branded products or collections, with all or a portion of profits directed to charity.
The collaboration will see Choose Love x Smiley branded merchandise, including t-shirts, sweatshirts and tote bags featured in the campaign films and available for purchase at smiley.com. All profits from the sales will directly support Choose Love’s mission.
The campaign’s exclusive films will be showcased on Smiley News, the non-profit arm of The Smiley Company. The films feature a diverse group of music, film and entertainment figures including Bella Ramsey, Jude Law, Olivia Colman and Annie Lennox among others. Each video offers a contemporary interpretation of the original articles of the Universal Declaration of Human Rights.
“Smiley Movement’s vision has always been to inspire positive change through Smiley News. In today’s world, it is essential to reflect on the continued relevance of this landmark document,” commented Nicolas Loufrani, ceo at The Smiley Company and ceo/executive producer of Smiley Movement. “I’m proud to have invested in these films and partnered with Choose Love. The fact that the Universal Declaration of Human Rights was signed by 193 UN member states shows just how universal and significant it is for all of us.
“Matchmaker For Good is an incredible initiative that allows brands to harness the power of the iconic Smiley brand, and is the first charitable initiative for partners. It allows organisations to create a powerful positive change and deliver much needed help and support to charities and causes around the world. I’m very proud of the work that Choose Love are doing and excited to see how we can continue to help work with more.”
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