Clara Lionel Foundation
Clara Lionel Foundation
CRITICAL MASS | COPYWRITING, CREATIVE DIRECTION, EXPERIENTIAL
Bad Girl, Good Cause
Photo credit: Angela Weiss, AFP via Getty Images.
I think it’s pretty safe to say that there isn’t much Rihanna can’t do.
She’s got songs even a metalhead can jam to. An inclusive, body-positive cosmetic line. A Harvard Humanitarian of the Year award. Films other than Battleship. And a stunning record as an activist and advocate.
Rihanna started the Clara Lionel Foundation in 2012 to honor her grandparents. Since then, “CLF” has become an international force for good, championing healthcare and education initiatives in underserved communities worldwide. CLF and Critical Mass partnered up in 2016 to rebrand and reposition the foundation as youthful and vibrant – like Rihanna’s devoted fanbase – but also as an ambitious organization with a track record of success.
I played a leading role in developing a new tone of voice for the Foundation, and wrote most of the copy for the initial relaunch.
The annual Diamond Ball is a hot ticket in New York City, with proceeds going to support the vital work of CLF. For the fifth annual celebration in 2019, we were asked to devise a creative activation to engage A-list guests with the foundation, while raising some additional money for the cause. We wanted to make sure that the people of Malawi, Senegal, and Barbados were present amid the celebrity glitz and glamor – not just as an idea or a cause or an “other,” but as real, vibrant human beings with stories and aspirations.
I partnered with Simona Ternblom and Ben Olson to pitch “Face To Face,” an interactive idea that brought CLF’s impact to life in a series of personal, touching videos at kiosks at the Diamond Ball. Guests received cards with NFC chips to activate the stories. It was incredible to see musicians and models pause in their revelry to listen to teachers, entrepreneurs, and emergency responders.
Every activation triggered a $100 donation courtesy of American Express – and we easily reached our $100,000 cap by the end of the evening.
