May 24, 2013
Toronto, Ontario — Canada, Brandaid Project and the Trade Facilitation Office (TFO Canada) are pleased to announce the launch of the Brandaid Haiti collection of home décor designs, for sale in the fall of 2013, in Canada. The Honourable Julian Fantino, Minister of International Cooperation, together with Brandaid Project and TFO Canada, made the announcement today and highlighted this private sector partnership as a model self-sustaining mechanism for poverty alleviation through sustainable economic growth.
"This innovative initiative with Brandaid Project and TFO Canada is creating a path of self-sustainability for artisan small businesses in Haiti," said Minister Fantino. "This successful project is a model of the kind of private sector partnerships that can help millions of people lift themselves out of poverty through sustainable economic growth. We will continue to review our long-term strategy in Haiti to better coordinate efforts and strengthen transparency and accountability to achieve lasting results."
The Government of Canada, as part of its commitment to market-driven, self-sustaining initiatives began supporting this innovative development project in Haiti in 2011, led by TFO Canada in collaboration with Brandaid Project. The program focuses on the artisan sector of Haiti, where Brandaid Project has worked with small enterprises to co-design unique new product collections for the international market. It has also created brand and marketing tools for each artisan enterprise to enhance the value and identity of these artisan groups in consumer markets.
"This partnership shows the power of consumer brands to change the world for the better, and how providing artisans with a brand identity can help relieve global poverty," explained Tony Pigott, Co-founder of Brandaid Project, Global CEO, JWT Ethos, and Chairman, JWT Canada. "It is also a testament to the talent and capability of the creative and marketing sector in Canada. They have applied their magic in creating world class brand materials and merchandising systems to give these designs and microbrands a competitive leg-up in the market."
The collection, featuring 30 of the most unique home décor product designs from five distinct artisan communities of Haiti, will be sold via a touring showcase at Hudson 's Bay flagship stores in Montreal, Ottawa and Toronto and on thebay.com this fall.
"The debut of this collection in Canada marks an important shift in the world 's perception of Haitian culture and local industry" said Cameron Brohman, Co-founder of Brandaid Project. "The old and misunderstood Haiti is becoming recognized for a design tradition with thousands of years of aesthetic experience. Haiti can finally take its place in the global pantheon of design".
The project also represents an unprecedented collaboration with Canada 's marketing, advertising and retail industry including leading advertising and design agencies J. Walter Thompson, Taxi, DDB, Ogilvy, TBWA, Tunji and Jackman Reinvents.
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For more information, media should contact:
Daniel Bezalel Richardsen
Press Secretary to the Minister of International Cooperation
Jennifer Ouellette, Brandaid
Hill + Knowlton Strategies
BRANDAID Project is a Canadian social enterprise that brings the power of marketing, design and technology to launch artisan microbrands and products to serve the new global consumer. Specifically, Brandaid Project works with artisan microenterprises to co-design exceptional new product collections, as well as creating brand and marketing assets that enhance the value and reputations of these groups. The goal is to create sustained economic opportunity for small producers while delivering cultural and design truth, intellectual property protection and a new level of recognition.
The Trade Facilitation Office Canada (TFO Canada) is a not-for-profit non-government organization with the goal to reduce poverty in developing countries through these distinctive ways: