US & Lagos – Supermodel and performer Alton Mason is using his role in new short film Rise in Light to assist vulnerable families impacted by Covid-19.
Partnering with global brand strategy and creative communications consultancy Melanin Unscripted, Rise in Light’s debut is combined with the launch of the #RiseInLight campaign, which aims to support Nigerian youth and their families.
The film, which was shot in Nigeria, focuses on Mason’s character overcoming fear by drawing on ‘the light that lays within him’ and in turn finding his purpose. Premiered by Vogue.com and Dazed Digital, the campaign has raised more than £9,093, ($11,500, €10,178) for the Khan Foundation, a Lagos-based non-profit providing food and basic necessities for households facing loss of income or loved ones during the pandemic. The #RiseInLight campaign will now deliver supplies to more than 300 families in Lagos.
Demonstrating how the arts, entertainment and philanthropy are aligning at this time, Mason and Melanin Unscripted are showing how Generation Z are driving more purposeful social storytelling. Explore how this is also unfolding in India in our recent interview with Tamseel Hussain, founder of Pluc TV.
