JEANS FOR REFUGEES

Jeans for Refugees was a global initiative, conceptualized by Johny Dar, a renowned artist.
The initiative was simple: Celebrities donate their jeans. Johny Dar paints them. The jeans are then auctioned and sold to raise funds for the refugees.
100% of profits were donated to the International Rescue Committee.
‘Jeans for Refugees’ project where close to 100 international celebrities, right from Daniel Radcliff, Harry Styles, Sharon Stone, Ana Wintour, Victoria Beckham, Eva Longoria, Pink, Kate Moss, and several other high-profile personalities collaborated with him for this unique project.
This campaign presented everyone across the globe with an opportunity to bid for their favorite star’s pair of jeans, which was impeccably painted by Johny Dar. The fans had to just log on to catawiki.com and bid for the jeans.
White Water PR undertook this campaign on a pro-bono basis.

Our mandate was to raise awareness for the campaign across the UAE and the GCC countries.

WWPR ensured that the whole campaign along with so many world-renowned celebrities is profiled in the right manner so that this does justice to the fundraising efforts.
WWPR organized interviews with several lifestyle publications and also ensured that the brand received the right visibility on social platforms.
Our stories covered all the essential elements as per the campaign objectives
We connected with Her Highness Sheikha Jawahar, the wife of the ruler of Sharjah, and her NAMA Foundation to further elevate this campaign in the region.
The ‘Jeans For Refugees’ exhibition at the Saatchi Gallery in London in 2016 attracted more than 20,000 visitors in just one week and featured a piece donated by Her Highness Sheikha Jawaher Al Qasimi, which was sold for £100,000.
The campaign raised close to half a million pounds by the end of the campaign.