10 January 2024
LONDON, October 2024 — Smiley News, the positive news platform, has teamed up with the refugee charity Choose Love and a collective of global artists to launch a new campaign on the 75th year of the Universal Declaration of Human Rights. This initiative 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®.
The Choose Love x Smiley collaboration is the latest evolution of Smiley Movement’s Matchmaker for Good™, a charitable initiative that aligns companies with nonprofit 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. The extensive reach of Smiley’s marketing channels enhances campaign visibility, amplifying impact and brand awareness among socially conscious consumers.
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. Each video offers 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.
For more information about the Choose Love x Smiley campaign and to support their life-changing work, visit smiley.com.
Nicolas Loufrani, CEO, The Smiley Company & CEO / Executive Producer of Smiley Movement said: “Smiley Movement’s vision has always been to inspire positive change through Smiley News. 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. 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.”
“Matchmaker For Good™ is an incredible initiative that allows brands to harness the power of the iconic Smiley brand, and is the first charitable initiative for partners. It allows organisations to create a powerful positive change and deliver much needed help and support to charities and causes around the world. I’m very proud of the work that Choose Love are doing and excited to see how we can continue to help work with more.”
Watch the films at: www.smileymovement.org; TikTok: @smileynews
Support Choose Love at: www.smiley.com
As featured by TotalLicensing.com. Read their full coverage of the Smiley Movement x Choose Love: Human Rights Campaign.
About Smiley Movement:
Smiley Movement (CIC) is a nonprofit, sponsored by the original Smiley™ Company. With a focus on positive solutions journalism, Smiley News covers the work of inspirational charities changing the world through their frontline work in the community. With a mission of driving positive change, Smiley Movement empowers people and organisations doing good, connecting them to charities, new resources and supporters through their matchmaking for good network, and through their Speak Ups, inspiring other potential leaders and innovators to create a better world for us all.
About The Smiley® Company:
The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings.
Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972.
Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important icon in graphic design.
In 1996 Nicolas Loufrani, son of Franklin, took over the helm, steering Smiley into the digital revolution. Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley – his emoticons are now sent around the world infinitely.
Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Baseball – a cultural icon.
Maintaining Smiley’s friendly mantra, Loufrani created Smiley Movement in 2017. The non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.
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Retail Partners:
Licensees:
Over 531 across key categories; Fashion & Accessories. Home & Gifting. Hi Tech. Health & Beauty. Stationery & Publishing. Toys and Games. Food & FMCG. Jewellery & Watches