The Joi of Giving

JOICO Australia’s annual Christmas charity campaign The Joi of Giving has launched for 2015, with Australian model and media personality
Jesinta Campbell is returning as ambassador. Again partnering with the superb Starlight Children’s Foundation Australia,
JOICO and Jesinta are thrilled to be helping grant wishes to sick children in need of some Joi.

The Joi of giving campaign strives to connect the glamorous industries of fashion and beauty with charitable foundations. Since the program’s launch, Joico Australia has worked with on of Australia’s most renowned charities, The Starlight Children’s Foundation.

JOICO Australia’s Christmas donation helps to grant wishes to ill children supported by the Foundation, with a portion of the
hair care brand’s salon-only Christmas Gift Set sales contributed to the wonderful organization.

This year’s photography collection is something of a beauty departure for Campbell, who recently chopped her locks into a shorter style. “I loved being able to experiment with the longer-haired looks for the campaign shoot! We achieved so many different styles in one day and at times I felt completely transformed, like a whole new person.”

The result is undoubtedly one of Jesinta’s most exciting shoots to date, “I love the final images,” says Campbell

The Joico Christmas Gift Set’s every one proudly supports the Starlight Foundation you can get your hands on a gift set at your nearest JOICO Professional Salon.

We spoke briefly with Jesinta about her involvement in the campaign

Tell us about your role as ambassador for JOICO’s Joi of Giving
I’m so thrilled to be onboard as an ambassador for the Christmas campaign with Joico for a second year running. The idea is to raise awareness and funds for the Starlight Children’s Foundation over the Festive season.

After my visit to the Starlight room last year, I saw first hand how this campaign changes the lives of sick children and their families. It warmed my heart to be able to spend time with everyone at the hospital and was a great reminder of how precious life is.

What brought you back for the second year?
Being involved in the campaign last year had an impact on me. When you’re in the public eye, you are granted a platform upon which you can promote and stand up for things in which you believe in or are close to your heart.
I’ve never taken that responsibility lightly and have always strived to
connect with various charities, foundations and individuals and do what I can with what I have for them. I have always felt a moral responsibility to give back to those who are less fortunate.

Going to visit the children and their families in the Starlight Express Room was something that will stay with me forever.

I got to speak to so many of the children, their mums and dads, and siblings.

I gave a few of the children tickets to Sydney Swans games throughout the year which was a very simple thing for me to be able to do which I hope brought a little bit of joy and distraction away from the hospital.

The creative was also so strong last year, with an incredible team behind the campaign, so that was an added reason for me to come back for the second year.

What does Christmas mean to you?
Christmas and holiday time is always centered around family for me. Life is so hectic during the year, so it’s important to take the time out to relax and spend quality time with the people who are closest to me.

My fondest memories are from the festive season; family BBQ’s, dinners, time spent out in the sunshine or at the beach, lots of laughter and a few cocktails. I love Christmas time; it’s my favourite time of year!

Tell us what it was like working with so many different looks for this
Year’s campaign? I LOVED being able to experiment with different looks for the campaign!! We achieved so many different hairstyles in one day, at times I felt completely transformed, like a whole new person!!

Owen George
Owen George

Editor & Chief of Gold Coast Magazine is a lover of great coffee and sharing the stories of the people, places, and events that make the Gold Coast such a great city

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