“Unity is the key to solving the crisis”
UAE-based brand Exhale has launched a powerful campaign to unite people during the coronavirus pandemic.
Simple: compassion is contagious.
Targeting “dreamers, creators and doers”, the brand collaborated with Sukoun Identity Studio to produce a series of striking black and white photographs by Dubai-based photographer Waleed Shah.
The brand’s founder and director, Nawal El Masri, explained that the initiative aims to bring together everyone from all walks of life, regardless of age, background, ethnicity or culture, as “solidarity is the key to solving the crisis”.
“The purpose is to underscore and underscore that we are currently responding and adapting as a collective to what is going on in the world,” she said in a statement. “The #CompassionIsContagious movement promotes solidarity as the key to solving the crisis. But this is not only related to the Popularity resonates – this should be our everyday understanding.
“We are experiencing life as a whole, regardless of our race, culture and background; none of us can judge, discriminate, segregate or act in any inhuman way.”
Today, many people forget to “tap” their “gut, emotions, feelings, and connections,” El Masri noted.
“Our goal is to awaken your most basic human element in order to come together in challenging times,” she added.
The campaign aligns with the core values of the streetwear brand. Phrases like “Remember to Breathe,” “Dreamers, Makers, Doers,” and most notably “Breathe,” are printed on many of their apparel, including T-shirts, jackets, and hoodies.
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Image: Exhale Instagram