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In January 2016, Louis Vuitton partnered with UNICEF to support children around the globe suffering from natural disasters, diseases, and other vulnerable circumstances like malnutrition and violence during emergencies and humanitarian crises. To benefit the children in these conflict zones, Louis Vuitton has released The Silver Lockit—a symbol of protection in a pendant and a bracelet—that is available in stores worldwide and online. The purchase of one pendant or bracelet can provide six first aid kits, 25 fleece blankets, or 45 life-saving mosquito nets, with 30-40 percent of the sale’s proceeds donated directly to UNICEF. Since its origination one year ago, The Silver Lockit has raised $2.5 million for children deeply affected by the crises in Syria.
“Millions of children, the foundations of tomorrow’s stable, healthy societies are today experiencing violence, conflict, and diseases. Now more than ever, the need to stand together for and with children is critical. By making a promise for children, particularly those affected by conflict situations, the customers and employees of Louis Vuitton are showing their ommittment to bring hope to the most vulnerable children,” said Gérard Bocquenet, Director of Private Fundraising and Partnerships of UNICEF.
To further their support and to raise awareness, friends of the brand are linking their pinkies together for a “pinky promise”—a global sharing of this promise searchable through the #MAKEAPROMISE hashtag online. And on January 12, the brands are celebrating the launch of #MAKEAPROMISE day—an in-store experience in 460 stores worldwide that celebrates this effort, offering customers that purchase two pieces or more a special offer.
“Charity starts at home,” said Michael Burke, President of Louis Vuitton. “Last year, we challenged our teams to come up with a symbolic gesture that would federate people around our cause. The idea of the #MAKEAPROMISE campaign comes from children. When they make a promise, they mean it, and they seal it with a piny promise. Children show us a simple way to change the world. One year after our successful launch, our teams have come up with this idea to keep our promise alive. It’s about joining forces worldwide to raise funds and awareness for children. We believe in the word of mouth. Our goal is to reach as many people as possible and to make a real difference.”
For those vying to help this effort aside from purchasing The Silver Lockit, donations can be made directly to UNICEF online.