Afghanistan is a once thriving country that for generations has been plagued with war. However, the people of Afghanistan are determined to rise out of poverty and build a peaceful society. One of the oldest and most economically beneficial trade to Afghanistan is their authentic hand-woven rugs. Over the centuries Afghan weavers have produced rugs above and beyond any other region--Afghan rugs weave the story of the Afghan people.
97% of the Afghan rugs were being transacted under other countries names e.g. Pakistan; leading to a poor perception amongst our target audience.
The Afghan Rug Delegation::
While they have come a long way in combating this fraud, they still lack a unified presence that creates a sense of quality in the Afghan rug.
There is a large market for Afghan rugs with individuals who have an eye for culturally relevant design aesthetics.
Create a brand that our target can trust as reliable, authentic Afghan rugs. The Afghan Rug Collective allows the Afghan rug producers to cooperatively speak with one voice while still allowing for competitiveness.
Affluent individuals with a taste for culture and an interest in interior design.
::How They Currently Feel About Afghan Rugs
Produce authentic Afghan rugs that tell a cultural story through art.
Cheap Rip-off Shady Manufactured “People may know of Afghan rugs, but they don’t know about the authentic quality.” - New York Dealer
PHASE I ::Preach Quality Produce Afghan Rug Documentary
PHASE II ::Awareness of Cultural Story Launch Digital Presence
August 19th Afghanistan Day
Launch Documentary Online
PHASE III ::Cultural Relevance
PR & Media Blitz
Afghan Rug Museum Tour
Bravo TV’s Top Design Partnership
FIND DOCUMENTARIANS THROUGH DOCUMENTARY.ORG (GRANTS AVAILABLE) SPONSOR EVENTS & SPREAD AWARENESS AMONG AFGHANAMERICANS
FREE VIEWING OF DOCUMENTARY
INDIA HICKS, SPOKESPERSON
PRINT IN BRIDAL MAGAZINES
INCREASE CAMPAIGN AWARENESS, EDUCATE CONSUMERS, & FOSTER RELATIONSHIPS W/ DEALERS/WEAVERS/CONSUMERS
SEO/SEM & UPDATE WIKIPEDIA PAGES
USER LOCAL/NATIONAL MEDIA EXPOSURE
SHOW THE HOPE & STRUGGLES OF AFGHAN WEAVERS
RECORD/SEND MESSAGES TO AFGHAN WEAVERS
INFLUENTIAL DESIGN BLOGS Created by John McClaire - Creative Technologist & Danny Shepelwich - Communications Strategist