Make a pinky promise with Louis Vuitton

Louis Vuitton launches two pieces of silver jewellery and a “pinky promise” campaign to raise funds for UNICEF.

Louis Vuitton's digital #MAKEAPROMISE campaign accompanies the new Silver Lockit jewellery

Louis Vuitton has teamed up with UNICEF to raise much-needed funds for vulnerable children around the world through the sale of two unique pieces of Louis Vuitton jewellery.

From today onwards, the luxury brand will donate £140 to UNICEF for each Silver Lockit pendant and bracelet sold in its stores or online. Crafted from sterling silver, the design of the two jewels was inspired by the padlock invented by Georges Vuitton in 1890. Initially used on trunks to keep clients’ belongings safe, the lock has become an iconic Louis Vuitton emblem, as well as a symbol of protection. Now it also serves as a potent reminder of a promise to help children who are in urgent need of help because of conflict, disease or natural disasters.

UNICEF not only provides children with healthcare, safe water, nutrition and education during and after a crisis, the charity also runs programmes to address the root causes of vulnerability and to protect children’s human rights.

“UNICEF is a strong and reliable leader in humanitarian action. Together, we can make a real difference to children in the most vulnerable situations,” says Michael Burke, chairman and CEO of Louis Vuitton, adding: “Charity starts at home. Our 20,000 staff members have joined forces to generate strong ideas for this cause. Our goal is to reach as many people as possible, ask them to share our promise and to make a real difference.”

The Silver Lockit jewels are accompanied by a digital campaign #MAKEAPROMISE to raise funds and awareness around the world. Launched at the 6th Biennial UNICEF Ball held in Los Angeles, the campaign features high-profile friends of the luxury brand making a “pinky promise” to help children in need. They also invite others to join them by locking their pinkies and posting a photo on social media with the hashtag #MAKEAPROMISE. The linking of little fingers to seal a promise is a gesture used by children all over the world, from Eastern Asia to the United States.

“When children make a promise, they take it seriously,” adds Michael Burke, “These are promises straight from the heart. The pinky promise is an instinctive and sincere way to seal a promise and to share it with someone else.”

Together with its partners, UNICEF is active in 190 countries and territories around the world and relies entirely on voluntary donations to fund its work. Gérard Bocquenet, director of private fundraising and partnerships at UNICEF, says: “UNICEF is glad to be working with Louis Vuitton to provide care and protection to the world’s most vulnerable children. The partnership will also help shed light on silent emergencies that might not be in the public eye but affect children in a devastating and long-lasting way.”

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