Dubai-based White Water PR has been chosen as the PR agency for artist Johny Dar’s project “Jeans for Refugees”. The fundraising initiative is aimed at helping refugees around the world, with all proceeds going to the International Rescue Committee (IRC).
The project brings together 101 celebrities who are participating by donating the jeans to Dar. Each pair of jeans will be made into an individual art piece and will be exhibited at the Saatchi Gallery in London. Celebrities include Kate Moss, Emma Watson, Vivienne Westwood, Daniel Radcliffe, Bella Hadid, Sir Elton John, Sharon Stone, P!nk, Naomi Campbell, Carla Bruni, Usher and Victoria Beckham.
At the end of the exhibition, each piece will be auctioned at an online fundraiser where everyone can participate. All proceeds will go toward the IRC initiatives that help millions of refugees worldwide.
“The refugee crisis has had an impact on everyone – it moves us all, it concerns us all. The concept behind ‘Jeans for Refugees’ is to spread a message through art, to create positive change and empower people to collaborate for a common goal, painting a new paradigm and inspiring a brighter world,” says Dar in a press statement.
“It’s great to be working with Whitewater PR and to have their valuable support in generating as much awareness and funds for the refugees as possible through the Jeans for Refugees initiative,” he adds.
Dar will be painting the jeans as a live art performance in a refugee camp for approximately 10 days, during which he will paint non-stop every day, exploring the endurance and determination needed by millions of refugees as they seek to complete their journey and fulfil their shared dream of a new home and beginning.
“We are proud to be part of this unique and prestigious initiative by Johny Dar. There are over 65 million refugees worldwide and we will whole-heartedly support this cause and we hope we can make a difference to the lives of these refugees with our efforts. We have built several multi-billion dollar brands over the years however, this is one of the most creative campaigns that we have worked on thus far and due credit to Johny Dar for conceptualizing this wonderful initiative,” says Prem Ramachandran, founder and managing director of the agency.