The stars, who include Angelina Jolie, Kate Moss, Nicole Kidman, Moby and Eric Cantona, are involved in the initiative called ‘On the other side of the lens’. Each of them has been briefed to take photographs of ‘what inspires them’. The results will be displayed at exhibitions in London, Berlin, Paris, Milan and Stockholm, and appear in a commemorative book of the same title, published by Dazed & Confused.
The photographs will then be auctioned at a grand event, with some works reserved for an internet auction on eBay.
All money raised will go to Red Cross youth empowerment projects across Europe.
Canon’s consumer PR agency Nelson Bostock Commuincation is charged with promoting the events.
Nelson Bostock is working in partnership with Canon’s advertising agency CDP/Travisully to promote Canon’s involvement in the project.
The first exhibition will be in London at the Tram Studios, Camden from 13 to 30 November. Others involved in the project include Tommy Hilfiger, and Formula One racing driver David Coulthard.
The celebrity-driven campaign promises to be one of the highest profile charity fundraising initiatives. ‘The idea is that hope and inspiration can empower people to create whatever they can,’ said a Canon spokeswoman.
The firm has used Nelson Bostock on consumer PR since hiring the agency two and a half years ago (PRWeek, 6 Jul y2001).
The British Red Cross is yet to fill its director of communications post, after the departure of William Beaver. (PRWeek, 3 October).