19 July 2012

Africa: Livia Firth Is Oxfam's Newest Global Ambassador

press release

Oxfam is delighted to announce Livia Firth as its newest Global Ambassador, joining among others Archbishop Desmond Tutu, Scarlett Johansson, and Coldplay's Chris Martin to partner the charity in its campaigning and fundraising work.

Livia has supported Oxfam for many years and has visited its programs in Bangladesh and Zambia. She has helped Oxfam to raise funds in the UK, America and in her native Italy, and she and her Oscar-winning actor husband Colin - a fellow Oxfam Ambassador - have hosted a number of fundraising events for the charity. She has also used her considerable persuasive skills to encourage other influential women to join her in supporting Oxfam's work.

Livia regularly supports Oxfam fundraising auctions. She has previously donated the jewelry she wore to the 2011 BAFTAs, and to the 2011 Oscar Ceremony - which were made from the world's first Fairtrade and ecologically certified gold. Most recently she donated four unique gowns that she has worn on the red carpet. The dresses by Armani, Valentino, Gucci and Prada are all bespoke sustainable pieces produced for Livia's Green Carpet Challenge - a dynamic project which pairs glamour and ethics to raise the profile of sustainable style at the world's most high profile red carpet events. Her work towards a more sustainable fashion industry is partly inspired by trips she has made to producer countries such as visiting garment workers in Bangladesh with Oxfam.

Livia said: 'An on the ground visit with Oxfam's partners really helped to open my eyes to the truth of the global supply chain for fashion. Meeting the women who produce our fashion brought me face to face with the realities of life in a garment factory and the urgent need for reform and equality in our supply chains. Let's support these women as they support our wardrobes!'

Livia has persuaded many A-list actors to join the Green Carpet Challenge and wear sustainable pieces on the red carpet, including Cameron Diaz, Michael Fassbender, Meryl Streep, Emily Blunt, and Viola Davis. She is also focusing on inspiring and supporting designers to embrace ethical production through her work with eco-age.com and Eco Consultancy. Oxfam believes Livia is a perfect fit as a Global Ambassador.

Livia said: "I am really excited to become an Ambassador for Oxfam. I hugely respect the way that it works, supporting communities to find solutions to the problems they face - whether by safeguarding the rights of women, ensuring that people have access to healthcare and education or something as fundamental as making sure that everyone has enough to eat.

"I'm also a big supporter of Oxfam's shops - not just because I have many Oxfam purchases in my wardrobe but because Oxfam encourages reuse rather than throwaway fashion, helping others in the process. This seems to me to be the ideal way to shop."

Claire Lewis, Oxfam Global Ambassador Program Manager said: "Livia is a wonderful ambassador to welcome into the organization. She is always so generous with her time, her ideas and her amazing donations such as the wonderful Green Carpet Challenge dresses. She has a huge amount of energy and is passionate and committed in her support of Oxfam's work. Livia is a great asset to Oxfam and we are looking forward to working with her even more closely now as a Global Ambassador."

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