Hubert Burda Media

Making a commitment

Louis Vuitton reaffirms its commitment to children around the world

Louis Vuitton recently launched its first #makeapromise day to raise funds for children in urgent need through its global network of stores. Held on January 12th, the #makeapromise day comes a year after the launch of Louis Vuitton’s global partnership with the United Nations Children’s Fund. During this day, across the 460 Louis Vuitton stores worldwide in more than 60 countries, 12, 000 Louis Vuitton Client Advisors will act as special advocates of the “Louis Vuitton for UNICEF” partnership and promote the sales of the Silver Lockit: a product specially designed to raise funds for UNICEF.

Here in Malaysia the campaign was fronted by some of Malaysia’s most formidable women –  Deborah Henry, Datuk Nicol David, Tengku Chanela Jamidah and Stephanie Chai.

“I have done this with Louis Vuitton for a while now,” Deborah says. “In this industry when you have power, you have the responsibility to do good, it is very simple. I think that LV created a buzz. It is a beautiful locket and necklace. A lot of celebs have come together from around the world to make a promise. It was a way to buy something pretty and contribute. What I like is the change in mindset. There are so many ways of doing charity. It shows how you can be creative and think out of the box in terms of trying to touch someone’s life.”

“It’s been an honour to be a part of the Louis Vuitton Make a Promise campaign,”Chanela Jamidah explains. “When I heard about the cause they were championing,naturally as a mother it was something that I felt connected to and I knew I had to be involved. It breaks my heart to see children suffer and if we can lessen their burden and suffering for a little bit then I would do my best to assist.”

“We live in tumultuous times where we are witnessing one of the world’s worst refugee crisis. In Syria alone, over 13.5 mil people require humanitarian aid and the most vulnerable of all are children who face great risk of psychological damage. I am honoured to be part this campaign as it is a reminder that every little bit helps, so make a promise today,”Stephanie states.

Nearly 250 million children live in countries affected by conflict and millions more face risks from natural hazards and fast spreading epidemics. Every day, somewhere around the world, a child wakes up to a life filled with violence, persecution and hardship and Louis Vuitton renews its promise to bring hope for a better life to these children with the launch of #makeapromise day.

Since January 2016, the Louis Vuitton for UNICEF partnership has helped raise $2.5m (RM11.25m) to help bring children life-saving humanitarian support in Syria and Nigeria. And in doing so, it has brought hope to children who have endured the horrors of war and deprivation. To illustrate how the contribution has made a difference, in 2016, four and a half million children and their families in Syria were protected through the lifesaving provision of water. For each sale of the Silver Lockit pendant ($600/RM2800) or bracelet ($500/RM2,300), $200 (RM900) is donated to UNICEF.

On this occasion, Louis Vuitton renewed its promise to help children and invited people all over the world to join the movement.

“Charity starts at home.” says 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 pinky 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.”

UNICEF is the leading humanitarian and development organisation working globally for the rights of every child. The aim of the partnership “Louis Vuitton for UNICEF” is to raise funds for UNICEF and help support children that are exposed to conflict, diseases, natural disasters and other situations that threaten their safety and well-being.

“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 commitment to bring hope to the most vulnerable children,” says Gérard Bocquenet, Director of Private Fundraising and Partnerships, UNICEF.

UNICEF is there, before, during and after humanitarian situations. In Syria, since just the beginning of the year, more than 4 million children under five have been reached with polio vaccinations, 14 million people with drinking water, and nearly 140,000 children with school supplies.

In Aleppo, more than 100,000 children have been trapped in eastern parts of the city since July. UNICEF has been working with partners to reach 1.5 million people with safe water, to immunise children and to provide the psychosocial support so many need. Louis Vuitton is also inviting its clients to make direct donations to UNICEF throughout the year and will do so especially during emergencies.

To make a direct donation to the children of the world, please visit: www.support.unicef.org/lvforunicef For more information on the partnership: please visit www.louisvuitton.com/lvforunicef .