John Varvatos will 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. Through the David Lynch Foundation, it 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 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 Danny Clinch 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.”