Julianne Moore on set for Saks' Key To The Cure campaign
Department store chain Saks Fifth Avenue is launching its annual charity campaign Key To The Cure in August with help from celebrity and fashion friends.
The 17th edition of the initiative, in which Saks partners with the Entertainment Industry Foundation to raise money for the fight against women’s cancer, will be promoted with a campaign featuring Academy Award-winning actress Julianne Moore wearing an exclusive shirt designed by Jason Wu. While brands themselves can mobilize their followers for a cause, including the added backing of a celebrity can make a large difference in the impact that can be made.
Coming together
The shirt Mr. Wu created for Saks will be available from Oct. 1, with proceeds from sales of the $35 tee being donated to the EIF’s Stand Up To Cancer, which helps to fund research institutions studying cancer. Mr. Wu’s graphic design will be sold in Saks stores, and in Saks Off 5th locations and online at saks.com, enabling an audience at varying price points to participate.
Ms. Moore said, “Everyone has been affected by cancer in some way, whether you’ve known or cared for a loved one facing a cancer diagnosis, or contended with cancer yourself. So I’m honored to work with the Entertainment Industry Foundation and Saks Fifth Avenue to highlight Stand Up To Cancer’s mission to make everyone diagnosed with cancer a survivor.
"I hope everyone will join me in supporting this important cause by purchasing a Key To The Cure T-Shirt.”
As Saks shared the news on social media, consumer response was overwhelmingly positive, with comments that declared an adoration for the actress or the designer, as well as those giving the retailer kudos for its charity work.
This is the first time the retailer is partnering with Stand Up to Cancer, having worked with other EIF initiatives in the past.
Key To The Cure 2014 PSA
Last year, Saks partnered with Saturday Night Live on a campaign for the 16th year of its Key to the Cure charity shopping initiative.
Former and current cast members appeared in a series of print public service announcements for the EIF’s Women’s Cancer Research Fund. By enlisting famous faces in its campaign, Saks was able to make more of a difference for its chosen cause (see story).
According to WWD, Saks has so far donated more than $36 million to women’s cancer research, through fundraising efforts for organizations such as the Breast Cancer Research Fund and the Dana-Farber Cancer Institute in Boston.
In 2012, Saks continued the spirit of holiday giving into the New Year by auctioning off looks from its New York Christmas window display to benefit charity.
Saks auctioned six of the one-of-a-kind designer dresses from its holiday windows through CharityBuzz.com. Saks has a history of charitable giving and this year’s holiday window auction benefited the St. Jude Children’s Research Hospital in New York (see story).