Alexandre.J had always been known for beautiful packaging and astounding presentation. Guilty as charged, the mere idea of beauty gets us all glassy eyed in awe. But cliché as it may seem, the Brand knows that more than anything it’s the beauty from within that truly ever matters and there’s no way we’re making a pass on that!
We have given our social commitment a lot of thought – we didn’t want to simply step into a relatively “empty” moral high ground. Our aim is to back a cause that bears and reflects the values of Alexandre.J and just as we appreciate the beauty of object, this time we are running a campaign that focuses on the beauty of action.
We have chosen to carry the voice of refugees.
UNHR is one of the most active United Nations organizations with the advocacy to help transform policies and services that affect displaced and stateless people on a national, regional and global level. They encourage social, political, and economical structures to adopt practices that protect those who need it most. UNHCR helps refugees in many different fields; from processing paperwork to directing assistance and mutual aid in terms of necessities such as food and scholarship opportunities. They are here to let the world know that refugees are not a burden; they are part of population that builds up a country and whatever their circumstance, they are skilled and strong-willed. Just think about the recent ordeal in Lebanon – the refugees readily extended their aid to anybody who needed help, clearly demonstrating their will to give back and actively participate in society.
We have had the pleasure of meeting the UNHCR team a couple of times in our office and we are humbled by their generosity, selflessness, and commitment to affect change and betterment. They not only think of ways to help, they are motivated to build up action and make things happen. They have branches in many different countries, and their international dimension is the main reason for our choice as we feel Alexandre.J’s global brand identity maximizes the reach of the cause. We have been working with them on the campaign to create activation and awareness with our global partners, but the past few months of COVID-19 slowed things down; nevertheless, we can guarantee that it doesn’t stop here.
They say Christmas is the season of giving and now that the holidays are just about over, but why don’t we make each day festive and reward ourselves with good feelings that blossom from good action? Join us in the advocacy – your donation will go a long way for refugees who have lost everything.
