The Elton John AIDS Foundation and Lady Gaga’s Born This Way Foundation have today launched a new website – www.lovebravery.com – to promote love and compassion. The website showcases how every second on twitter someone is bullied with words such as ‘bitch’ or ‘loser’ and calls on viewers to fight hate with words of love.
The website also showcases unique footage of Elton and Lady Gaga talking about love and compassion, and how it inspired them to launch the Love Bravery clothing brand.
“The words Love and Bravery have real power” commented David Furnish, Chairman of the Elton John AIDS Foundation. “I was honored to help launch the Love Bravery line at Macy’s with Lady Gaga. It’s amazing to think that not only are these clothes and accessories super cool, with LOVE or BRAVERY emblazoned across your t-shirt, your hoodie or your purse, you’re really making a statement about what’s important!”
Elton makes that statement in a new video released today for his single A Good Heart. The video is Elton’s first for over a decade. In it he wears a heart shaped pin badge from the Love Bravery collection. The video explores the power of love in its many forms – that of lovers, friends and family members. Anne Aslett, Executive Director of the Elton John AIDS Foundation feels “the song and the video for A Good Heart beautifully echo the spirit of Love Bravery.”
Macy’s are donating 25% from every Love Bravery purchase to support the work of the Elton John AIDS Foundation and Lady Gaga’s Born This Way Foundation. To celebrate the release of ‘A Good Heart’ Macy’s are running a special promotion with a further 25% discount on all items in the Love Bravery range. To find out more and claim your discount go to www.lovebravery.com
Huge thanks to AKQA, JackTheMaker and Every for giving their time and their talents to creating the Love Bravery website.