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TFWA hopes to raise €50,000 with its Heart 2 Art: the TFWA 25th Anniversary Legacy initiative |
INTERNATIONAL. To mark its 25th anniversary, TFWA has pledged €50,000 to two charitable organisations, The Lotus Flower Trust and The Smile Train, as part of a special initiative called “˜Heart 2 Art: the TFWA 25th Anniversary Legacy’.
As part of the initiative TFWA asked children cared for by each organisation to paint their vision of a better world under the theme “˜Dreams really do come true’.
Four individual works of art created by children aged between eight and 18 years from India and Latin America have been selected and will go on sale during TFWA World Exhibition in Cannes in an effort to raise an additional €50,000 from the industry.
The four paintings have been reproduced as a limited edition series with 500 copies of each.
They will each be presented in a specially designed artist’s folder and offered for sale for a minimum of €25 per painting, although delegates are welcome to pay any amount over the price as all funds will go straight to the charities.
TFWA hopes that the sale of the paintings will enable delegates to match – or even exceed – the €50,000 figure it is donating through TFWA Care in a bid to raise a total of €100,000 during the show week.
TFWA President Erik Juul-Mortensen said: “Both charities are very worthwhile causes and it gives us tremendous pleasure to be able to help in this way. We are fortunate to have an audience of around 10,000 people gathered in one place during TFWA World Exhibition among whom we can muster support.
“The industry has shown its generosity on countless occasions in the past and we are confident that many will support this particular initiative in Cannes.”
Delegates are invited to purchase their “Heart 2 Art” painting in the Registration Pavilion next to the Palais. TFWA confirms that all production and administrative charges will be covered so that 100% of the funds raised through this operation will be donated directly to The Smile Train and The Lotus Flower Trust.
Alternatively, delegates can reserve paintings online prior to the exhibition on the TFWA website by clicking here: http://www.tfwa.com/duty_free/Heart-2-Art.1037.0.html.
 Heart 2 Art from TFWA as dreams come true |
| Ponder for a moment the fact that a normal, happy smile is what represents a dream come true for this young artist.There’s no hint of materialism in any of the four works, no consumerist aspiration. Just a simple evocation of human happiness. |
| More on The Moodie Blog |
Reserved paintings should be collected and paid for before 6pm on Tuesday 20 October.
The TFWA 25th Anniversary Legacy will reinforce the theme of the plenary conference on Monday 19 October, “The Challenge of Change: Investing in People and Mankind” which features philanthropists Bob Geldof, Jacques Attali and industry leader William P. Lauder, Chairman of The Estée Lauder Companies.
Erik Juul-Mortensen added: “It is vital that we do not lose sight of the bigger picture, particularly when times are hard. We are all suffering commercially from the current economic situation but for millions of children around the world “˜suffering’ has an entirely different meaning.”
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