Poverty Needs Marketing
BRANDAID Project (www.brandaidproject.com) is a global initiative committed to closing the market divide that isolates thousands of Artisan microenterprises and deprives them of the full value of their creation. BRANDAID Project brings the capabilities of modern marketing, photography, filmmaking and e-commerce to the hand-made artisan world.
Through collaboration with UNESCO and other global networks of experts BRANDAID PROJECT identifies artisan communities that are Master led and community based. We then create a brand
name, wordmark and positioning for a collection which will represent the best work of a given Master Artisan community. Working with the communities and Masters, we select and buy an entire collection of their finest, most authentic and representative work. The Collection is then launched on BRANDAID Project’s e-commerce web site supported by a launch event and other celebrity based marketing activities. BRANDAID Project will also market the Collections to select retailers. Artisan communities share in 35% of the profits.
BRANDAID Project also works with the artisans to develop unique collections. By creating partnerships between designers and Master Artisans we are infusing the ancient traditional techniques of artisan communities with contemporary ideas to produce new, original, highly marketable creations.
Croix des Bouquets Metal Sculptures and Carnival Jakmel Papier Mache collections are the first Artisan Brands now available for sale at www.brandaidproject.com. The collections are created
from recycled oil drums and discarded cement bags by artisans from the communities of Croix des Bouquets and Jakmel.
For decades Haitian artisans have created traditional art inspired by the life of the Haitian people and cultural traditions rooted in West Africa. Master Artisan Serge Jolimeau describes his creative process and the importance of art:
“I create many mythic creatures from our ancestral teachings.
Beings that live in the human imagination such as angels, gods
and forces of nature. The Haitian's interior world is very alive with
these ideas.(…) If we have something beautiful to show the world
it is our art and our heart. “
Diane Lane, Josh Brolin and BRANDAID Project co-founder and
Oscar winning director Paul Haggis are patrons of BRANDAID Project,
watch this video to discover more about their involvement. |
