Michael Kors honors World Food Day with month long global initiative to fight hunger
October 24, 2013: Luxury fashion brand designer, Michael Kors, is dedicating the entire month of October to fight hunger. On World Food Day, October 16, Michael Kors teams took to the streets outside six stores in five major cities to give away Watch Hunger Stop T-shirts. In each of the cities - New York, Berlin, Rio de Janeiro, Tokyo and Hong Kong – all that T-shirt recipients had to do was enter the participating store, get into a photo both (actually, a Phhhoto Station) and have their picture taken. The Phhhoto images were streamed live all day and evening on billboards in New York City’s Times Square and on Kors’ dedicated microsite, WatchHungerStop.com. The image (an animated GIF) was also sent to participants via text and shared over social media platforms such as Instagram, Facebook and Twitter using #WatchHungerStop.
To further support fundraising efforts that began last spring, when Michael Kors announced a long-term partnership with the United Nations World Food Programme (WFP), customers in Michael Kors retail stores around the world can add a $5, $10 or $25 donation to WFP to their purchases for the month of October. Stores will also prominently feature the 100 Series watch, specially designed by Michael Kors to support WFP. For each watch sold, 100 children in a hunger-stricken area receive a nutritious meal.
“The response to Watch Hunger Stop has been amazing,” says the designer. “We delivered one and a half million meals to children in less than six months, and we’ve only just begun. Our hope for World Food Day is to get people talking about hunger, and about the many ways they can help address the problem. Donate, volunteer, talk, text, tweet - really, everyone can be an ambassador.”
The 100 Series watch is the brand’s first uniquely designed product to support a global philanthropic initiative. Available exclusively in Michael Kors stores worldwide and online at MichaelKors.com, it retails for INR 19,795. One watch features a gold-tone stainless steel case and bracelet with a turquoise dial. The other shares the same design details but is cast in a silver-tone stainless steel case and bracelet with a navy blue dial. Both watches have a detailed map of the world etched on the colorful dial, along with the words “100 Series.” Michael Kors’ signature is engraved on the back, as is the campaign name, WATCH HUNGER STOP, and the message “1 WATCH = 100 MEALS.”