A Barneys New York Foundation effort, Make Change features window displays, digital, immersive in-store experiences, and Jennifer Garner.

Barneys New York has rolled out its 2018 holiday push, Make Change. Presented by its foundation and executed in partnership with global humanitarian organisation, Save the Children, the primary message of the campaign starring Jennifer Garner is big impact.

She is featured in a video that draws attention to a cause centred around early childhood education via specialised programmes across America. Window displays and in-store experiences have debuted. The main small change concept begins with the humble coin.

Interactive designs such as a wall of pennies and targeted messaging have been installed at the Madison Avenue store to serve as currency for change. A social media extension has been added and runs on #centiments. Fan post created will see $5 donated to the charity.

The Barneys flagship has set up a mirrored infinity room designed to deliver the effect of being at the bottom of a wishing well. An immersive lounge area has been activated to showcase the brand’s Self Portrait Project, with hands-free photos and digital sharing.

Other influencers on board include Tamron Hall, Kahlana Barfield Brown, Joseph Altuzarra, Cindi Leive, Lyn Slater, Phillip Picardi, Simon Doonan, and Thom Browne. Support strategies span books, math and literacy programmes, parent-child playgroups, and training tools.

The campaign is dedicated to altering the phenomenon where fourteen million children live in poverty across the United States. Early education programmes help reduce the risk of them entering school ill-prepared for success, a key goal of the Make Change movement.

“From our window displays to social media, we are proud that Make Change brings the spirit of change this holiday season, supporting Save the Children’s vital work with children across the country,” said Tomm Miller, EVP, Communications and Marketing for Barneys New York.

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