“£1.38 Million worth of coverage, featuring in over 30 UK print and online outlets including Vogue.com and Tatler”
Attracting a new audience and network into The Global Fund
Unsigned were briefed to create an event to increase awareness within the fashion industry on the charity’s work in HIV, Tuberculosis and Malaria. Our solution? To create a high profile event designed to inspire and educate industry influencers and harness the power of celebrity to ignite public interest.
Formulated around an evening during London Fashion Week created to celebrate, highlight and support the work of The Global Fund through a partnership with The British Fashion Council and (RED), We utilised our access network to secure the first ever public event at Number One London – the spectacular home of the Earl and Countess of Mornington. The evening, hosted by US Vogue Editor-in-chief Anna Wintour, featured speeches by Mark Dybul (Head of The Global Fund), Natalie Massenent (Founder of Net-a-porter) and Arthur Wellesley (The Earl of Mornington), raising the importance of the work undertaken by The Global Fund, the impact that they have had on the lives of millions and the challenges that they continue to face.
To tie the event seamlessly into the fashion community, We partnered with the British Fashion Council to enlist the support of globally renowned designers, Victoria Beckham, Christopher Kane, Erdem, Roland Mouret, and Christopher Bailey.
Each atelier created a bespoke one-of-a-kind couture dress from purely sustainable and ethical resources to form a fashion installation, with each piece later auctioned on Net-a-Porter in aid of The Global Fund’s sister charity (RED). By engaging the fashion community, we were able to procure an esteemed guest list including David and Victoria Beckham, Sienna Miller, Benedict Cumberbatch, Colin Firth, Sir Phillip Green and Stella McCartney to name but a few. Harnessing the power of celebrity enabled us to amplify PR Value – resulting in an estimated £1.38 Million worth of coverage, featuring in over 30 UK print and online outlets including Vogue.com and Tatler.