John Varvatos is proud to feature, on his 74th birthday, Ringo Starr in the Fall 2014 advertising campaign. This launch kicks off an initiative that combines the campaign, a short film and a social media component to support The Ringo Starr Peace & Love Fund.
This integrated program raises awareness for the Ringo Starr Peace & Love Fund which, through the David Lynch Foundation, helps implement stress-reducing modalities for at-risk populations suffering from epidemic levels of chronic stress and stress-related disorders that fuel violence, crime and soaring health costs.
The social media components revolve around #PEACEROCKS. This call-to-action encourages participants to share photos of themselves flashing the iconic peace sign via Instagram, Twitter and Facebook. For each #PEACEROCKS tagged photo,$1 will be donated through the end of 2014.
The campaign images were shot by rock photographer in Los Angeles. Inspired by vintage photographs, Ringo Starr sits on a carved wooden chair with a white dove perched above while flashing his infamous peace sign, thus becoming the signature of the campaign.
“I’ve waited a long time to become a male model,” Ringo said with a laugh, “and what a great way to do it – all for a good cause. I urge everyone to join us and use #PeaceRocks. For every upload, John will donate a dollar to the Ringo Starr Peace & Love Fund that through the David Lynch Foundation teaches meditation to people at risk and suffering. I want to thank John for this campaign and all he has done – what a nice guy, inside and out. So remember, #PeaceRocks andLove Rolls! Peace & Love.”
“Ringo has been a true icon of mine since I was a kid. His music and heart are unique not only in the rock n’ roll world but the world in general. Knowing and working with him has been one of the most motivating and stimulating experiences in my life,” says Varvatos.
Also, friends of Ringo Starr came together to show their support in a 3-minute documentary-style short film which debuts today on http://peacerocks.s3-website-us-east-1.amazonaws.com/