The Journey of Humanity

Atlantis, The Palm

Atlantis, The Palm provided artist Sacha Jafri with the space to create ‘The Journey of Humanity’ painting, with the intent of auctioning it off for charity, with a goal of raising $30 million to support children in need. The PR team was challenged with creating enough interest to reach this goal and keeping the story relevant during the 20 weeks it would take to complete. Under the umbrella of ‘We Stand Together United – Humanity Inspired’, the strategy included a three-phase approach with an initial launch, followed by a longer period of securing coverage through targeted tactics, and ending with the painting unveiling and auction event. After a successful campaign achieving 2.3 billion total reach, a PR value of $7.3 million and coverage in 140+ countries, the painting sold for a staggering $62 million during a charity auction held at Atlantis, The Palm, more than doubling the original target.