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::Background

Problem::

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.

::Opportunity

Solution::

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.

::Target

Affluent individuals with a taste for culture and an interest in interior design.

ARC Mission::

::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

Targeted Media

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

The Afghan Rug Collective  

Project done for the Department of Commerce

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