NEW YORK — Kenneth Cole Productions Inc. will launch a fall campaign called Look Good, For Good that encourages action, rather than just raising awareness of social issues.
The Kenneth Cole Foundation will support specific charitable projects under three company pillars — Collective Health, Civil Liberties and Artistic Activism. The charities are the St. Luke Foundation for Haiti, Help USA and the Sundance Institute. In addition, Kenneth Cole enlisted three photojournalists to chronicle the work of each charity partner. The campaign will be brought to life digitally at kennethcole.com/forgood, which goes live Friday and will highlight exclusive photographer and video content from Haiti, Sundance and Help USA, as well an interactive timeline to showcase Cole’s philanthropic history.
“For over 30 years, we have committed our resources to making a difference by addressing what people wear, while inspiring them to be aware and about what they stand in as well as what they stand for. This season, we are highlighting three charitable organizations by sending notable photographers and filmmakers into the field to document the inspiring accomplishments from three very different perspectives,” said Cole, chairman and chief creative officer.
The ad campaign will include a national print, outdoor, digital and social media strategy. The campaign was photographed in New York by Gregory Harris, featuring such models as Mirte Maas, Kai Newman, Baptiste Radufe and Sung Jin Park. In the spirit of social impact, the cast and crew each donated 5 percent of their fee toward one of the projects the company is supporting.
The company declined to reveal its fall ad budget, but said spending was up. Ads will run in such magazines as Elle, Lucky, Marie Claire, Harper’s Bazaar, GQ, Details, Out and Wired, as well as T: The New York Times Style Magazine, Interview and Flaunt. Images will also appear outdoors in such cities as New York, Los Angeles, San Francisco and Miami.
In a shift from raising awareness of social issues to encouraging action, Cole is partnering with TakePart.com. The digital magazine and social action platform of Participant Media will produce original editorial pieces covering the impact of Cole’s charity partner projects, as well as enable visitors to take actions benefiting each nonprofit through TakePart.com’s Take Action Platform. TAP actions include signing petitions, pledging, donating, sending messages of support and measuring the influence of social sharing. Cole will provide rewards for each action taken.
Cole’s three projects are:
• St. Luke Foundation in Haiti: Following the 2010 earthquake in Haiti, Cole started collecting clothing, footwear and funds to build The Kenneth Cole Haiti Health Center in Cité Soleil, which is part of a medical system accessible to more than 1.5 million people. The St. Luke Foundation for Haiti, a Haitian-run organization employing more than 1,000 Haitian people, provides education, medical care and humanitarian outreach through key programs.
• Help USA’s Youth Scholarship Fund: This season, Cole will support Help USA’s Youth Scholarship Fund, which will provide financial assistance to families moving from transitional shelters into permanent housing.
• Sundance Institute’s Documentary Film Program: For fall, Cole will support documentary storytelling through the Sundance Institute Documentary Film Program, which provides creative and financial support to cinematic feature documentaries from independent filmmakers globally.
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