By Gary Symons
TLL Editor in Chief
Smiley News has teamed up with the refugee charity Choose Love to promote the 75th anniversary of the Universal Declaration of Human Rights.
The campaign, undertaken with the help of global artists, aims to spotlight the enduring importance of human rights, while raising awareness and funds for Choose Love through the Matchmaker for Good program by Smiley.
“Smiley Movement’s vision has always been to inspire positive change through Smiley News,” said Nicolas Loufrani, who is CEO of The Smiley Company & CEO / Executive Producer of Smiley Movement. “In today’s world, it is essential to reflect on the continued relevance of this landmark document.
“I’m proud to have invested in these films and partnered with Choose Love,” Loufrani added. “The fact that the Universal Declaration of Human Rights was signed by 193 UN member states shows just how universal and significant it is for all of us.”
Through this collaboration, Choose Love x Smiley branded merchandise, including T-shirts, sweatshirts, and tote bags featured in the campaign films, will be available for purchase at smiley.com. All profits from these sales will directly support Choose Love’s mission to provide dignity, hope, and assistance to refugees and displaced people around the world.
The campaign’s exclusive films will be showcased on Smiley News, the non-profit arm of The Smiley Company, reflecting its vision to inspire positive societal change.
The films feature a diverse group of music, film, and entertainment figures, including Bella Ramsey, Jude Law, Olivia Colman, Annie Lennox, and more.
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Each video is crafted to contain a contemporary interpretation of the original articles of the Universal Declaration of Human Rights, serving as a powerful reminder of the document’s legacy of equality, dignity, and freedom for all.
This campaign follows the recent success of a Matchmaker for Good collaboration between SmileyWorld, Next, and the children’s mental health charity Place2Be. Launched for World Mental Health Day, this campaign featured a T-shirt collection adorned with a SmileyWorld icon and a message of positivity: “Be Yourself, Keep It Real,” available in both adult and children’s sizes.
The Choose Love x Smiley collaboration is the latest evolution of Smiley Movement’s Matchmaker for Good program, a charitable initiative that aligns companies with non-profit projects that match their Corporate Social Responsibility (CSR) goals.
The program connects participants with over 25,000 charities, providing access to the Smiley IP free of charge to create branded products or collections, with all or a portion of profits directed to charity.
For more information about the Choose Love x Smiley campaign and to support their life-changing work, visit smiley.com.
You can also watch the films at www.smileymovement.org, or onTikTok: @smileynews.