Bulgari for Children’s Education: Bulgari and Save the Children
In 2009 Bulgari, a global player in the luxury market, wanted to make a large-scale commitment to education for children and sought out a world-class partner with proven, quality programs, which it found in Save the Children.
In 2010, to celebrate their continued partnership with Save the Children Bulgari created a unique silver and ceramic ring priced at $370, with $75 from each sale donated to Save the Children, supporting Bulgari’s commitment of an additional $7.4 million. Funds will support education programs, healing and education through the arts, teacher trainings, and other related programs in 12 countries including the United States.
As part of an integrated campaign, Bulgari recruited world-renowned photographer Fabrizio Ferri to develop a photo essay of celebrities wearing the rings, including Sting, Ben Stiller, Ricky Martin, Willem Dafoe, Terence Howard, Ronaldinho, Jessica Biel, Olivia Wilde, Leighton Meester, Jason Lewis, Isabella Rossellini, and Debra Messing.
The photos were used as part of an ad series that drew attention to the cause and promoted consumer engagement with a call-to-action of purchasing the jewelry.
Over 12 thousand jewelry pieces were sold totaling over $3.8 million which enabled donations to reach over 200,000 children in 10 conflict areas; provide nearly 5,000 teachers with training worldwide; and fund construction and/or reconstruction for over 65 schools.
Judges loved the simple yet powerful photography that grace the ads of this well-aligned campaign, ringing in an abundance of both donations and awareness for Save the Children.