Leading Lebanese retailer ABC held a press conference to announce the results of the auction which raised 60 million Lebanese Pounds of its inspirational campaign "Designed & Signed" in presence of ABC Chairman and CEO, Mr. Robert Fadel, Brave Heart Fund volunteers, designers, media, donors and business partners. An awe-inspiring exceptional ambiance of art and creativity embraced the attendees who admired ABC initiative in fusing fashion and art. Gathering 12 renowned Lebanese designers & artists to transform ABC triangle from a simple geometrical shape into a piece of "he-art", whilst raising vital funds for a good cause, is the spirit behind the success of the campaign.
"ABC customers are our families and their children health is one of our major concerns," said Robert Fadel, ABC chairman and owner. "As much as taking care of our customer's looks, fashion and style, we care for their health as we believe a healthy society is a happy one. We hope Designed & Signed auction proceedings contribute to fulfill Brave Heart mission." He added. "Supporting children with congenital heart disease is part of our Corporate Social Responsibility program. This is not a new approach for ABC; our community engagement had commenced many years ago and will continue to be a priority. We consider ourselves part of the Lebanese society and supporting humanitarian and social causes is indispensable for building a healthy relationship with our society." He concluded.
Surrounded by those unique creations pulsating with life and hope, donors expressed their joy in owning such pieces and contributing to Brave Heart's mission working towards a day when "no child should die of heart disease because of a lack of funds."
"Today's donation will help us cover the cost of surgeries and hospitalization for a number of children suffering from congenital heart disease. ABC's continuous support of our mission helps tremendously in securing consistent funds. We are grateful to all donors and we take this chance to share with you the importance of sustainable funding which is crucial to our cause. ABC's commitment to the cause of children suffering from congenital heart disease has helped us raise awareness for the disease and it has made an impact in the number of lives saved." Joumana Ghandour Atallah, Brave Heart Fund Co-founder, the initiative's beneficiary NGO, commented.
"I wanted to support Brave Heart Fund cause, by creating a piece of art that many would love to own, a piece that will always emit love." That was the common motive for all designers and artists who participated in Designed & Signed campaign. The movie played during the ceremony showed Roger Moukarzel, Krikor Jabotian, Zeina El Khalil, Nada Debs, Ashekman, Elie Bekhazi, Gregory Gatserelia, Sara Baydoun, Bokja, Lana Al Sahely, Alya and Dori Mouzannar saying that raising funds for Brave Heart was what inspired them and motivated them to create those exceptional pieces.
The 'Designed and Signed' unique pieces will be exhibited in ABC Achrafieh from November 18 till 24 before dwelling in the heart of donors homes. Once more, ABC refused to settle for less than an outstanding initiative and succeeded in strengthening the influence between fashion and art by partnering with world class Lebanese designers for a good cause: a program that started with the 75th Anniversary and the Designers Corner Project.
The combination of fashion and art to support humanitarian and social causes is ABC's new signature to become a role model encouraging private sector to engage more in corporate social responsibility activities.
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