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Calvin Klein Inc. has partnered with model-activist Christy Turlington Burns to create a multiplatform public service announcement designed to broaden awareness of the nonprofit organization Every Mother Counts.
Turlington Burns, founder of EMC, is currently featured in the fall advertising campaign for Calvin Klein Underwear.
This story first appeared in the October 2, 2013 issue of WWD. Subscribe Today.
The worldwide multipronged initiative for EMC will be seen in print, outdoor and online campaigns, and will include fund-raising opportunities to improve the health and well-being of girls and women through EMC-supported programs in the U.S., Haiti, Uganda and Indonesia. A public service announcement was created by Calvin Klein Inc.’s in-house advertising agency, and will appear in more than 90 print, digital and outdoor executions with an estimated media value of over $5 million. The campaign kicks off in the November issues of leading fashion magazines.
The initiative will also engage other platforms, including the newly redesigned Calvin Klein U.S. e-commerce site and the brand’s global social media and retail network. Beginning Thursday, the company will donate $1 to EMC for each bra purchased on calvinklein.com. Next week, Calvin Klein will leverage its Facebook and Twitter social media platforms with dedicated messaging to further engage followers of the Calvin Klein brand on EMC’s mission, and will also employ messaging in the retail windows of hundreds of freestanding Calvin Klein Underwear stores worldwide.
Turlington Burns will appear at a Calvin Klein Underwear and Glamour magazine event with the title’s editor in chief, Cindi Leive, at Macy’s Herald Square in Manhattan on Monday.
As part of the partnership, Calvin Klein Inc., a wholly owned subsidiary of PVH Corp., has signed on to become a sponsor of EMC’s running team for this year’s ING New York City Marathon, which will be held on Nov. 3.
Tom Murry, chief executive officer of Calvin Klein Inc., said, “Given Christy’s history and ongoing connection with the house, we are pleased to work with her in this new light and support her and the organization’s meaningful work.”