Brand Strategy, Experiential Event Production, Community Building, Partnerships, Talent Booking

Challenge:
The AMREF Art Ball aimed to raise awareness and funds for AMREF Health Africa’s youth empowerment program, Kefeta, while celebrating African and Pan-African art and culture. We The Roses was tasked with producing an immersive experience that connected attendees to African culture and surpassed fundraising goals.

Strategy:
We developed a culturally immersive strategy, combining event production, targeted digital campaigns, and influencer partnerships to engage art collectors, philanthropists, and culturally conscious audiences. The focus was on blending African art, music, and cuisine with philanthropy to create a meaningful and impactful event.

Results:

• Raised $239,000 to support the Kefeta program.

• Engaged over 500 attendees at a sold-out event in Brooklyn, NY, featuring African-inspired food, art, and live performances.

• Honored Ethiopian-American artist Julie Mehretu

• Generated over 3 million digital impressions, driving ticket sales and auction participation through social media campaigns and influencer partnerships.

• Featured 95% minority-owned vendors, highlighting cultural and community support.