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Hugo Boss’s fragrance brand Boss Orange has released a campaign featuring its celebrity brand ambassadors Sienna Miller and Orlando Bloom, to promote a charity tie-up with Unicef to aid the development of schools in Madagascar.
In a video ad, Bloom and Miller outline the nature of the ‘Today. To Help. Together’ initiative between Boss Orange and Unicef and its aims.
The campaign, which has been created by Steve Elston, Izzy Critchley-Salmonson and Angela Harding at Grey London, will run online, in press ads and in Hugo Boss stores. Media buying and planning is handled by MediaCom.
Boss Orange has made an initial donation of $300,000 (£185,000) to the ‘Schools for Africa’ initiative, which aims to provide disadvantaged children with access to quality education.
Boss Orange will equip pre-school classrooms with furniture and basic stationery in remote communities and aid the training of pre-school teachers.
It is anticipated that approximately 60,000 pre-school children will benefit from the campaign investment.
Bruno Maes, Unicef Madagascar resident representative, said: “At Unicef, we believe that a good start in life is the basis for securing the rights of children.
“Very often children are not given that chance – only 7% of children aged three to seven years old in Madagascar attend preschool and half of six-year-olds cannot correctly say their name or age, meaning they are not prepared for primary schooling.
“This support from Boss Orange will improve the chances of approximately 60,000 children to access early childhood education, and equip them for life.”
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