[1]Just as the film festival draws celebrities and influencers from around the world to the streets of Toronto, NKPR’s [1] popular gifting suite, the IT Lounge, is kicking off with a renewed focus on the global and local reach of its initiatives and charitable campaigns.
This year’s IT Lounge, held from September 8 to 14, connects diverse brands such as Canada’s RW&CO and Italy’s Coccinelle to raise funds and awareness not only for international charity partner Artists for Peace and Justice (APJ), but locally for Camp Oochigeas, where children with cancer rediscover the magic of childhood.
Founded by Oscar-winning director and screenwriter Paul Haggis, APJ is improving the lives of Haitian children by supporting an education model that will give thousands access to schooling, as well as hot meals, clean water and medical care. The APJ board includes Hollywood heavy-hitters such as James Franco, Penélope Cruz, Javier Bardem, Nicole Kidman, Olivia Wilde, Gerard Butler, Josh Brolin, Diane Lane, Charlize Theron and Maria Bello.
IT Lounge doesn’t overlook those who need support close to home, with participating brands also donating to local charity Camp Oochigeas – a privately funded, volunteer-based organization that provides kids with cancer and kids affected by childhood cancer with a unique opportunity for growth through challenging, fun, enriching and magical experiences.
Though Natasha Koifman, president and founder of NKPR Inc., is quick to admit the film festival is her favourite time of year, it’s not just because of red carpet calls and gala events. “Working with our partners to raise funds and awareness for a number of different causes gives us a unique opportunity to make a positive impact in the lives of children and their families on both a global and local scale.”
Located in the heart of the cinematic action at 312 Adelaide Street West, NKPR headquarters will once again transform into a can’t-miss pop-up shop loaded with star-worthy finds that all give back. Don’t miss out on the always fun and functional IT Lounge media centre, this year created by interior designer and décor expert Karen Sealy, owner of Sealy Design Inc., featuring HD LG Optimus Pads provided by Rogers.
This year feature brands include a wide range of global and local faves such as RW&CO., Fila, Coccinelle, Stila Cosmetics, Ardell Lashes, Goody, Simply You Jewelry, Kobo, G.M. Collin skin care, House of Marley, Stratusphere Living, ConScent/Parental ConScent, Baker Street, FIJI Water, SKYY Vodka.
Previous guests of the IT Lounge include Edward Norton, Catherine Deneuve, Fefe Dobson, Queen Latifah, Tim Robbins, Jason Bateman, Olivia Wilde and Ryan Gosling.
In addition to hosting the IT Lounge (September 8 to 14), NKPR will be at the helm of key festival events uptown, downtown and all over town, including:
- September 9 and 10: TORO After Dark Lounge, at Ame (19 Mercer St.). TORO After Dark will celebrate Artists For Peace and Justice on September 9, with a fundraiser hosted by Academy Award-winning director Paul Haggis, with Jon Hamm and George Stroumboulopoulos. On September 10, A-listers and industry insiders will enjoy fresh festival programming at the late-night lounge.
- September 10: Artists for Peace and Justice Academy Lunch. Located at a private estate in the Annex, this intimate backyard lunch will raise funds for the APJ Academy for children in Haiti. The event will feature special guest performances by Eddie Vedder (Pearl Jam) and Régine Chassagne (Arcade Fire).
- September 10: HELLO! Canada Red Carpet & Gala. Canada’s only celebrity news magazine commemorates five glamourous years with a celebration of the greatest Hollywood style icons featured in HELLO! Canada at an invitation-only cocktail reception at the luxurious Ritz-Carlton.
NKPR will also spread social good using social media. The agency will donate $2 to APJ and to Camp Oochigeas – with proceeds split equally – for every new Twitter follower received between August 25 and September 14. Follow NKPR at natashankpr [2] on Twitter to make your contribution to the campaign.
“Through the generosity of the brands who’ve participated in the IT Lounge over the past three years, and previous Artists for Peace and Justice fundraising events held during the film festival, we’ve been able to help make a difference in the lives of children around the world,” says Koifman, who also serves as Chair of the APJ Canada Board and as Advisory Board Member for Camp Oochigeas. “Mobilizing our social media community to help spread awareness for our causes is a natural evolution in our fundraising efforts.”
NKPR has helped raise more than $200,000 to both local and global charities through the IT Lounge, fundraising events, and online charitable campaigns like their “Follow For A Cause” initiative.
Be sure to visit NKPR’s all-film-festival, all-the-time microsite [3] which will track fundraising efforts, feature daily contests, the latest news from the red carpets, exclusive IT Lounge images and updates from NKPR’s social networks.