Michael Kors unveils 2020 Watch Hunger Stop campaign
Capri Holdings-owned brand Michael Kors is celebrating the eighth year of its Watch Hunger Stop initiative, with a new campaign featuring the brand's own employees.
The 2020 campaign initiative, made in partnership with the United Nations World Food Programme (WFP), is entitled 'Food is Love - Share Your Heart,' and focuses on providing school meals to children in food-insecure regions of the world.
While previous Watch Hunger Stop campaigns have featured celebrity ambassadors like Kate Hudson, Halle Berry and Lupita Nyong’o, this year's campaign stars include Michael Kors employee volunteers from across all levels of the organization, the brand said.
Shot by Menelik Puryear, campaign photos feature employees wearing special-edition Watch Hunger Stop 2020 designs, including a white 100% organic cotton t-shirt priced at $40 and a blue denim tote made with 25% Repreve recycled polyester, priced at $58. Both pieces are decorated with a specially designed heart patch, and 100% of the profits from shirt and tote sales will go to WFP.
The campaign launches ahead of World Food Day on October 16.
“The idea behind Watch Hunger Stop has always been to connect communities—to share and focus our resources, our voices and our attention to solve the problem of hunger," said the brand's namesake designer, Michael Kors.
"Now, in the face of this global pandemic, we see just how interconnected we all are, and this reinforced my belief that we all want to do good and make a difference in the world. Casting and photographing our employees for this campaign was very special. People talked about their pride in working on Watch Hunger Stop over the years, and their eagerness to help those in need.”
In order to promote the campaign, the brand will launch a special 'Share Your Heart' filter on Instagram. Located on the Michael Kors Instagram page in the filters tab, each post using the filter will trigger a donation of 50 meals to WFP, the brand said. In addition, each selfie, video or 'reels' post to a public Instagram account featuring the campaign's t-shirt or tote and the hashtag #watchhungerstop will also result in a donation of 50 meals to WFP.
According to the brand, Watch Hunger Stop has delivered 20 million school meals through WFP’s school meals program as of this year. Direct donations to WFP can be made at watchhungerstop.com.
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