Smiles for Carers
Creativity and protection in a time of global crisis.
The story of our face coverings is a tale of what can be possible in a time of crisis. It is the story of a team built on Zoom calls, scattered across the country at kitchen tables and bedroom desks, who came together to do something to help others. The project created designer face coverings to support and celebrate our frontline carers.
As seen on the press
Mission & Impact
In the early, frightening days of the 2020 pandemic, Maurice Ostro and acclaimed artist Ron Arad discussed how intimidating and clinical face masks had become. They envisioned a solution that provided protection without the "fear factor."
This project raised tens of thousands of pounds for frontline carers as well as promoting mental well-being through "joyful protection."
How it worked
The project utilized UK-based manufacturers (deliberately choosing those not already supplying the NHS to avoid diverting critical PPE) to create reusable, designer face coverings featuring famous smiles—from Winston Churchill to the art of Matisse.
A volunteer-led "digital HQ" coordinated the project via Zoom, involving Michael (design), Michal (production), and Emily (Instagram filters). High-profile figures like Stephen Fry and Natasha Kaplinsky helped normalize the campaign.
