Tonight millions of people will watch as celebrities walk the Red Carpet for the Emmy Awards. Stars will be wearing designer gowns styled by talented stylist and promoting the designers they are wearing. It is a big business and a huge platform. A few weeks ago I was invited to an event that discussed how do we combine passion and purpose where I met two amazing women trying to change and elevate not only the red carpet but the conversation.
The evening was put together by two incredible women, Carineh Miller and Arianne Phillips, the founders of RAD, which stands for Red Carpet Advocacy. Two amazing women and friends who decided to use their skills and talents (which they have many) to change the narrative on the red carpet by inspiring and activating fans towards social good and promoting cultural relevance through social responsibility. The stars will still wear beautiful gowns but the designers and talent will use the platform for good.
All of this is because two friends got together and said how can we put our talents together to move the needle? And talents they have! Arianne’s talents are legendary, as one of the most creative forces in the fashion and entertainment industry as a visual artist and has worked in film, fashion, theater, music, opera and media. Arianne has worked with Madonna, The Rolling Stones, Katy Perry, Jennifer Lopez as well as received Tony nominations for her costume design and recently styled Quintin Tarantino’s new film, Once Upon a Time in Hollywood. She is legendary for her work and vision. Arianne and her friend Carineh wanted to use their skills for a greater purpose.
The two friends had wanted to collaborate for a long time and knew they would be a dynamic duo. Carineh, graduated from Penn and has been a force in fashion and entertainment from the start. She worked for Prada where she launched and ran their global VIP relations department, one of the first in the industry fostering relationships with celebrities, Hollywood A-listers, stylist and influencers raising brand awareness worldwide. She worked for Dior, Estee Lauder and was VP of Entertainment and Brand Strategies for the entertainment industries largest independent PR Firm.
So after meeting this dynamic duo I knew that I needed to know more. So last week Carineh and I sat down for coffee and chatted about RAD and their mission.
Charity Matters: Tell us a little about what RAD does?
Carineh Martin: What we do at RAD is we rally around talent (celebrities). So when we create partnerships we say to talent, what is really going to inspire social progress is if you are talking about something that is truly meaningful to you. So we are going to create advocacy campaigns around you and we will bring a brand to the table to make a donation to your cause. With the RAD model the money goes directly from brand to cause. That is for two reasons; one for authenticity and two for transparency. The brand can decide if it is public or private. There are three entities within which we work with talent, brands and nonprofits and we connect the dots. We are putting these partnerships together where the brand and the talent can drive impactful social messages. Talent picks the nonprofit and we connect the dots between the three.
We are creating opportunities for talent to use their platforms so that moment when all of their fans are watching them they can talk about something meaningful to them in order to inspire social progress.
Charity Matters: What was the INITIAL Thought process when you were creating RAD?
Carineh Miller: We knew we wanted to work together and we knew what our values were and what we wanted to accomplish. Following the election there were marches and activist and we decided it was time to act. I knew I wanted to dedicate my knowledge, my relationships, my network and everything I have learned along the way I wanted to contribute to this, to RAD. We knew that we had an opportunity to leverage our relationships to contribute to this dialogue.
When we were creating RAD we knew what it would be and we originally thought the best way we could contribute was by being a nonprofit. We talked to a lot of different people who said that being a nonprofit would be more complicated and could actually hold us back. We consider philanthropy as our third business partner.
Charity Matters: What are you’re biggest challenges?
Carineh Martin:We have a lot of challenges. I think our biggest challenge is education. Everyone talks about authenticity but who is actually practicing it? We are doing things differently and not from existing models, so we need to educate people. One example is that we do not do contracts with our partnerships. We are asking talent to do something emotional and that touches on their passion and they continually exceed our expectations. Talent is always being asked to sell products for people and we are coming to talent saying what can we do for you? We want to use their real passion to inspire people because authenticity resonates with audiences. It is an education to get everyone there and once you get there it is super impactful.
Charity Matters:What are those moments when you know you have moved the needle and made a difference?
Carineh Martin: The single moment for me thus far with RAD was when Margot Robbie chose her charity which is Young Care in Australia. We created a partnership with Levis and we said, “Margot, Levi’s is going to make a donation to your charity for this event, what is your charity?” I had to dig to find this small organization in Australia and got to call them and say I have a very big check for you. The CEO called me the next day from Australia and I was able to tell him that Margot Robbie had this opportunity and she chose you…your cause. He called me back the next day in tears and this is exactly why we do this work. That moment was everything.
Charity Matters: How do you measure your impact?
Carineh Martin: We don’t! Our focus is the public. Everything that we create is towards inspiring the public to give, to be involved and any way we do that is what is important.
Charity Matters: What is your dream for RAD?
Carineh Martin: I want to change the narrative. Do something that is meaningful. My dream is for brands to actually be altruistic about their philanthropy. Be super strategic about everything you do but when it comes to your philanthropy be altruistic about it. I just want to change the conversation and have people be more authentic.
Charity Matters: when we watch that Red CArpet we will see not only a new conversation but a whole lot of good….which is RAD!
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