Save the Children announced today that Bulgari have pledged $7.4m (AUD$8.1m) to Save the Children’s commitment to provide quality education programs around the world during 2011. Just the other day, we commented on how much luxury brands could benefit from such action. This is a contribution to a great cause that will also undoubtedly do wonders for their bottom line. It will be particularly interesting to see how this effects the brand’s popularity in China- see Luxury Brands & CSR.
Critics will be critics, and already bloggers have accused Bulgari of ‘using’ philanthropy to their own advantage. Let us ask this: does anybody care? Children who wouldn’t otherwise, will now get the chance to go to school. As far as we are concerned, everybody wins! What’s more, this act of charity will not expire come next year’s campaigns, by training teachers, Save the Children can provide communities with a sustainable resource for educating children in years to come. In addition, we look forward to the newest Save the Children ring- proceeds to go to back into the program.
Image credit: sweatandpeasstilettos.com
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