1. PANDORA Jewelry LTD
5535 Eglinton Avenue W,
Toronto, ON M9C 5K5
416-555-5555
www.pandora.net
Attention Editors: Fashion, Technology and Lifestyle
MEDIA/PHOTO ADVISORY: PANDORA charms meet technology and fashion with the
Gratis collection
Toronto - Friday, March 3, 2017
What: Media are invited to the launch of PANDORA’s new technology charms, the
Gratis collection, on International Women’s Day. PANDORA welcomes an open
dialogue for violence against women issues by celebrating the special moments
with Gratis and their classic bracelet. We are celebrating the unforgettable
moments of women who not only survive, but thrive.
Who: Anders Colding Friis, CEO, PANDORA Jewelry LTD
Karlene Moore, counsellor, Toronto Rape Crisis Centre/Multicultural Women
Against Rape
Where: PANDORA
Toronto Eaton Centre,
B201A, 220 Yonge St,
Toronto, ON M58 2H1
Parking will be reserved on parking level 4 in the Toronto Eaton Centre.
When: Wednesday, March 8, 2017
Media check-in and breakfast 8 a.m.
Speakers 9 a.m.
Gratis demonstration 9:20 a.m.
Visuals: Media will be provided with a USB of photos and a video showcasing the various
functions and operations of Gratis.
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Media Contact:
Jyotika Bhatia and Liana Canzian
Humber Assignment
WritingLab1@2016
2. PANDORA Jewelry LTD
5535 Eglinton Avenue W,
Toronto, ON. M9C 5K5
416-555-555
www.pandora.net
FOR IMMEDIATE RELEASE Media Contact:
Jyotika Bhatia and Liana Canzian
Humber Assignment
WritingLab1@2016
Attention Editors: Fashion, Technology and Lifestyle
Wednesday, March 8, 2017
PANDORA inspires women to take control of their safety
Gratis collection is a discreet, security charm raising awareness of female abuse.
TORONTO - This International Women’s Day, PANDORA empowers women with a new
technology charm called Gratis. The Gratis collection, now available in Canada, is a stylish
charm for women who are concerned with their personal safety. The charm reflects the current
trend of PANDORA bracelets while addressing the larger picture of violence against women.
“It is designed to women feeling safe and confident throughout their day,” stated Anders
ColdingFriis, CEO, PANDORA Jewelry LTD. “With the GPS tracking technology and
innovation, Gratis brings style and security together in a unique fashion”.
PANDORA’s mission is to empower women to share their stories through charms. PANDORA
charms come in a variety of colours, stones and symbols reflecting milestones, celebrations and
personal tastes appealing to all women. The collection of charms is personalized and represents
the individuality of women. In French and Danish,Gratis means ‘free’. Gratis further initiates
PANDORA’s idea by raising awareness of the abuse and harassment of women.
More
3. /2
Gratis is a phone-enabled and GPS enabled charm.The charms are compatible with iOS and
Android. Gratis has three functions to determine the magnitude of an issue. Holding the
buttonfor three seconds activates a 105 decibel alarm. The alarm sound is as loud as an
emergency vehicle siren. Pressing the button once will call apreprogrammed phone number –
the PANDORA phone app provides the option of programming a phone number by entering the
barcode of the charm when purchased. Pressingthe button three times will call 911. The charm
will change colour once the call is completed. Both calling options send a map displaying the
location and movement of the individual.
“The increasing rate of women abuse is becoming a serious issue in Toronto,” said Karlene
Moore, counsellor, Toronto Rape Crisis Centre/Multicultural Women Against Rape
(TRCC/MWAR). “It is appalling to know 67 per cent of Canadians know someone who has
experienced physical or sexual abuse.”
A recent study by TRCC/MWAR found only six of every 100 women reported a sexual physical
assault. The three function charm is subtle and identical to PANDORA’s existing line. Only
woman wearing Gratis knows of its special features. Gratis will be available in a variety of
colours and styles and sold for $120 in PANDORA stores across Canada.
ABOUT PANDORA
PANDORA designs, manufactures and markets hand-finished and modern jewelry made from
genuine materials at affordable prices. PANDORA was founded in 1982 and headquartered in
Copenhagen, Denmark. PANDORA jewelry is sold in more than 70 countries with
approximately 950 concept stores. In 2012, PANDORA’s total revenue was DKK 6.7 billion.
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4. Media Contact:
Jyotika Bhatia and Liana Canzian
Humber Assignment
WritingLab1@2016
Biography
Karlene Moore identifies herself as activist who strives towards a violence-free world. She is a
counsellor at the Toronto Rape Crisis Centre/Multicultural Women Against Rape. Her work
involves crisis intervention, face-to-face counseling, advocacy and public education. For over 12
years, Karlene has worked towards liberation and freedom from sexual violence at
TRCC/MWAR.
Working with survivors and community grassroots organizations, she believes in the importance
of a balance of respect, accountability, healing and joy. She emphasizes the significance of
community collaboration when deconstructing oppressive structures, beliefs and behaviours.
Karlene empowers survivors to become leaders.
She was previously a campaign co-ordinator and co-founder of Humanize Toronto, a grassroots
organization carrying out neighbourhood education campaigns dealing with air pollution,
environmental and human rights issues. She grew up in Regent Park in Toronto and received her
Masters degree in Public Policy from York University. Karlene continues to support Woman
ACT as a court watch volunteer. She also volunteers as a peer counsellor for the women violence
counselling program at the Regional Women’s Health Centre.
Karlene understands survivors of sexual violence are experts in their own healing. She
encourages others to celebrate the freedom of choice every day, whether it is recognizing sexual
freedom, healthy communities or daily human interactions.
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5. Background
Wearable technology has a fascinating past. Similar to the history of computers, the Abacus ring
is the forefather of today’s wearable technology gadgets. This great invention of the 17 century
allowed bean counters to perform mathematical tasks without writing them down. Moving tiny
beads along nine rows was easy and there was no issue of battery life either.
The fashion of wearable technology dates back to eyeglasses introduced over 700 years ago.
Before the Google Glass, eyeglasses were one of the first wearable devices enabling the wearer
to see clearly and enhance perception. The specialty of these early eye-glasses was to correct
both farsighted vision and as well as vision loss caused by aging.
When wearable technology first appeared, it focused on health-tracking functions. The current
market provides a completely new wearable device targeted at women with features beyond
fashion, health and fitness. Wearable jewelry devices are in the process of undergoing a profound
and a rapid change.
In the past, jewelry was simply an accessory - function far from its purpose. Earlier jewelry was
made for practical purposes, such as pinning clothes together. Today it’s not only an accessory
or decoration buta representation of status. Many jewelry pieces are symbolic. The Christian
cross or the Jewish Star indicates an individual’s religious faith. There are also different stones
reflecting a deeper meaning or birthstones. Married couples wear wedding rings to signify their
marital status.
In Egypt, jewelry symbolized power. The common jewelry pieces were gold and were acquired
more from captured kingdoms. The upper class wore their gold throughout their lifetime and was
buried with them. In Italian culture upper class ladies prominently wear jewelry, while men only
wore a ring.
6. India holds the longest tradition of jewelry making. Since 1,500 BC, people from Indus Valley
made earrings and necklaces from gold, beads and other metals. People paid dowries with
jewelry, used for trading goods, and distinguished the upper class from the working class.Jewelry
played various roles, but function never one of them.
In the 1990’s smart devices involved only computers with keyboards and screens. The rise of
wearable technologies introduced a new realm of products. The market was overflowed with
wearable technologies like smart shoes, glasses, watches and other gadgets. Wearable devices
were unattractive and lacked fashionable aspects. According to fashion magazine Vogue,
wearable technologies were used to attract only technology-savvy people, disregarding personal,
generational and cultural factors. In the recent market, technology companies started to
understand the significance of aesthetics, and create smaller and sleek devices.
The most common wearable devices in the current market are wearable, smart fitness trackers.
For instance, Nike introduced the wearable technology jewelry called Nike+ FuelBand
SE. Unfortunately, Nike misunderstood the jewelry market and consumer preferences, and
received criticism from fashion industries
Techradar reviewed the wrist-worn activity trackers, Fitbit Force and Nike FuelBand SE. The
Fitbit Force displays steps, distance, calories burned, active minutes, floors climbed and the
time. The Force is compatible with iOS and Android. The display of steps motivates the user to
go outside and be more active to reach their desired goal. The FuelBand SE counts steps,
measures motions and sends data to an iPhone app or a computer. The Force’s OLED is subtle
and moderately sized and the FuelBand SE is large and heavy in weight. The FuelBand SE has a
large LED-lit display, water-resistant band and a clasp with a USB stick.
7. Both wristbands are not lightweight. With the flexible and lightweight design of the Force makes
it more comfortable to wear, whereas the FuelBand SE has a stiff rubber, making the user feel
anchored with a handcuff. The top-heavy device thins out as it wraps around the wrist, making it
resemble a wristwatch. A design flaw with the Fitbit lines is the difficult clasp function, whereas
the FuelBand SE was easier to fasten. Comfort and style seemed like an afterthought to the
display screens and tracking monitors.
From a marketing point of view, there has been a dramatic shift in the sales of computational
jewelry since 2012. It is understandable security and business sectors might avoid the adoption
of computational jewelry. Both of these sectors are largely utilitarian and lay outside of the realm
of the personal accessories and self-expression.
According to Transparency Market Research, the sales of wearable devices are expected to reach
$5.8 billion in 2018. In September 2015, MarketsandMarketspublished a report predicting the
sales of wearable devices to hit $11.6 billion by 2020.
With plenty of possible improvements for wearable technology, both aesthetically and
functionally, there are endless possible benefits. Current developing and developed wearable
technology can always be improved with new apps, better hardware and better aesthetics. On
top of improving current technology, this boom in utility can also help expand the field to
include other items worn every day, such as hats, earrings, shirts, etc. This in turn could help
spread awareness regarding different issues, the individual technological advances seek to help
rectify.
Wearable devices can improve personal safety with the press of a button, keeping you safe
wherever you are. A smart device can enable incoming and outgoing calls, and enhance the
connectivity. These technologies enable location tracking through GPS and notify contacts when
in need. There is a demand for aesthetically pleasing devices and wearable technology needs to
meet this demand while maintaining its utility.
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8. TO: Emily Mathieu, investigative news reporter, Toronto Star
FROM: Jyotika Bhatia and Liana Canzian
SUBJECT: PANDORA takes a stand on violence overpowering women
DATE: Friday, March 3, 2017
Emily,
Only six out of 100 women will report a sexual or physical assault. Concerns regarding
domestic violence in Toronto are on the rise according to community experts. Gratis, a subtle
security charm by PANDORA, will reduce the risk of violence women in Toronto face daily.
The charm will educate women to detect and respond to violent situations, reducing their risk of
abuse. PANDORA aims to empower women to take a stand against violence by adding Gratis to
their charm bracelets.
Statistics are categorized according to the pervasiveness of woman abuse in Canada:
women18-24 and women over the age 65, aboriginal women, immigrant or refugee
women and abuse during pregnancy.
Some women are not comfortable using verbal or physical aggression in high-risk
situations.
Gratis is a discreet, phone and GPS enabled charm. Gratis charms can initiate an alarm
sound, call a preprogrammed phone number or call 911.
Karlene Moore, counsellor from Toronto Rape Crisis Centre/Multicultural Women Against Rape
will speak at the PANDORA Gratis launch on Wednesday, March 8, 2017 at the Toronto Eaton
Centre. Karlene has worked with survivors, women’s rights and abuse issues for 12 years. Please
contact us if you require further information.
Join the conversation and empower women in our community.
Jyotika Bhatia and Liana Canzian
Humber Assignment
WritingLab1@2016
9. TO: PoojaHanda, anchor and co-host, CP24 BREAKFAST
FROM: Jyotika Bhatia and Liana Canzian
SUBJECT: PANDORA’s new Gratis charms offer women liberation
DATE: Friday, March 3, 2017
Pooja,
This International Women’s Day, PANDORA inspires women to express their individuality and
liberty. With a simple touch of button, Gratis charms can initiate an alarm, directly call a
preprogrammed phone number or call 911. The collection has a similar design to PANDORA’s
existing line, so others will not know if you are wearing Gratis on your bracelet.
PANDORA’s charms identify with different milestones and personality traits catering to
every woman.
The elegant modern-day charm and the immediacy of the functions will give women
assurance of their safety and independence.
With Gratis, women will feel confident and secure.
A showcase of the various designs and colours will be displayed at the Toronto Eaton Centre, on
Wednesday, March 8, 2017. There will also be a demonstration of the operations and functions
of Gratis. All women have their individual stories to tell, and Gratis allows the freedom to voice
these special moments.
Celebrate these moments with us.
Jyotika Bhatia and Liana Canzian
Humber Assignment
WritingLab1@2016
10. TO: Brian Jackson, editor and social media manager, ITBusiness.ca
FROM: Jyotika Bhatia and Liana Canzian
SUBJECT: PANDORA technology charm protects women
DATE: Friday, March 3, 2017
Brian,
The wearable technology market is growing at a fast pace, intertwining with our daily lives.
PANDORA releases a collection of technologically advanced charms called Gratis. The Gratis
charm is a new gadget, enabling women to protect and secure themselves. Gratis is a phone
enabled and GPS enabled charm with emergency calling and alarm sound, enhancing the
combination of technology and safety.
Gratis enables women to be safer and more independent by reducing the risk of abuse.
A safety just a click away by the direct calling of emergency services or a programmed
phone number.
PANDORA has taken the aesthetics of their existing line and combined them with the
innovation of wearable technology to create a new collection of products with an added
purpose.
Anders Colding Friis, CEO, PANDORA Jewelry LTD will be speaking about Gratis at the
product launch on Wednesday, March 8, 2017 at the Toronto Eaton Centre. He will explain the
process and technological development of Gratis. There will be a demonstration of the operations
and functions of Gratis.
Be part of PANDORA’s step into technological innovation.
Jyotika Bhatia and Liana Canzian
Humber Assignment
WritingLab1@2016
11. PANDORA showcases new collection - Gratis
Sarah John (left) and her mom Patti John (right), test PANDORA’s new charm Gratis’
functions during the product release at Toronto Eaton Centre. PANDORA raises
awareness for women abuse. Gratis offers functions to keep women feel safe and
confident in their daily activities.
Photography credit: Peter Llewellyn
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Date: Wednesday, March 8, 2017 Jyotika Bhatia and Liana Canzian
Humber Assignment
WritingLab1@2016
http://blog.reallivehk.com/promotional-events-photography/
12. Gratis charm: smart jewelry empowering women
Karlene Moore adds the Gratis charm to her PANDORA bracelet. As a counsellor at
TRCC/MWAR, she works towards women’s liberation and freedom from sexual violence.
Moore expresses her joy for PANDORA’S innovative technology, addressing concerns for
women’s safety. The Gratis charm aims to reduce violence against women, through their
discreet and secure accessory.
Photography credit: Peter Llewellyn
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Date: Wednesday, March 8, 2017 Jyotika Bhatia and Liana Canzian
Humber Assignment
WritingLab1@2016
http://kellymisa.com/tag/unforgettable-moments/
