The French luxury goods company Dior announced that they are launching their new online charitable program called ‘Dior Love Chain’. The viral campaign video is live on Youtube, Instagram, Twitter, and Sina Weibo, asking everyone around the world one simple question: “And you, what would you do for love?” Participants are then required to respond with the hashtag #diorlovechain. The new Dior Love Chain program features well-known faces including Jennifer Lawrence, Natalie Portman, Bella Hadid, Johnny Depp, Robert Pattinson, and other celebrities.
The purpose of the viral campaign is to extract the world from negativity for a moment. In celebration of love from around the world, Dior has vowed to donate $1 USD to We Charity for each video. We Charity, also known as ‘Free The Children’, is an international development charity housed to give education to children in less developed nations in order for the community to rise out of poverty. With intentions to partnering with Natalie Portman, the WE Schools program in Kenya is aimed to give education to young girls out there.
According to the president and chief executive officer of Parfums Christian Dior, Claude Martinez explains the concept of Dior Love Chain is “to give the floor to people to talk about the universal and timeless theme of love, and what they would do for love.” Backing up the motive behind this movement, the Dior Love Chain program creates an online community for people who wish to see the world change for the better. “It’s rather moving,” Claude added, “What is interesting is to see how we can try to communicate differently, and I think it’s a theme of the future. People often speak of ‘top-down’ communication, which is classical. And here, we have communication that’s more horizontal, more [participatory]”.
How others can contribute is simple. Record a video of yourself answering the question, following with you nominating your friends and family to do the same, and lastly post it to your social media channels, tagging it #diorlovechain.
“I think [people] will have 100 times more creativity in their response, and it’s this creativity we are after,” Martinez shares. “It’s in the spirit of the times [to] give people a voice.”
Some of Love Chain’s posts will be selected to be shown on Dior’s website starting in September, and a number of contributors will be chosen to form a traveling exhibition in 2018 that will debut in Shanghai. The digital love chain initiative is meant to acknowledge the creative responses behind the question, all for a bigger purpose. We Charity lives by the motto, ‘Be the change’. A lifestyle that Dior is trying to achieve with their online movement with their Dior Love Chain program. By adding in celebrities to share this idea, the movement becomes larger. Followers are people from all around the world from different backgrounds. From a simple video response, a dollar is donated to help children and communities break the poverty cycle.
