NUALA

In the spring of 2003, supermodel and activist, Christy Turlington, contacted Adopt-A-Minefield with a wonderfully creative idea combining AAM and nuala, her yoga-inspired clothing line.   Turlington invited a select group of inspirational women, including AAM Goodwill Ambassador Heather Mills McCartney, to submit two self portraits wearing items from her nuala collection.   The portraits were displayed in a conceptual magalog used as a direct mail and in-store piece.  All of the funds that would have been used to produce a traditional marketing campaign for the autumn/winter 2003 season were donated to AAM.  A total of $50,000 was donated to AAM by Turlington, with the funds used to clear two minefields, CAM-055 and CAM-024, in Cambodia. 

Explaining why she chose AAM to receive her contribution, Turlington said, “It is difficult to ignore the lasting legacies of conflict and hostility that still exist in many parts of our world.  One of the most lasting and grave impressions that war campaigns have left behind is that of the landmine.  It is my goal and the goal of nuala to gather our creativities in a gesture that will raise awareness and benefit those communities at risk.”