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Sony Helps Turn Dreams into Reality With make.believe ART Programme
11 May - 27 May
Sony Style Paragon
Sony Electronics Asia Pacific today announced a partnership with Little Arts Academy to launch the make.believe ART program for underprivileged children. Under the mentorship of award-winning local artist Donna Ong, this program is designed to empower children to realize their dreams through the harmony of technology and art. The program, which is part of Sony’s regional make.believe campaign, aims to enable the children to create art pieces, using Sony technology, which will be auctioned to raise funds for the Academy.
“Sony’s brand mantra, make.believe, is about turning dreams into reality,” says Ms. Audrey Mok, General Manager, Corporate Communications Division, Sony Electronics Asia Pacific. “With the make.believe ART program, we want to realize the potential to create among children and empower them to use their creativity to give back to society at an early age.”
“Little Arts Academy was created to provide arts training for children with the talent but who are disadvantaged by social economic barriers,” says Mr. Colin Goh, General Manager, The Arts House. “With the make.believe ART program, we are aligned with Sony in our vision to give underprivileged children the opportunity of art creation under the guidance and mentorship of professional artists like Donna.”
The make.believe ART program
The program is organized as a series of art workshops to expose 30 underprivileged children, between the ages of 7 – 8 years old, to each create an art piece based on the theme of “The world I’d like to see when I grow up”. Artist mentor Donna Ong will guide and tutor the children on the finer points of art using cameras provided by Sony to create art pieces using photographs they will take during these workshops. They will also be taught to edit their own works on Sony’s VAIO L Series desktops for maximum effect with the aim of making them good enough to be auctioned at a charity gala event in May where the proceeds will be used to support the Little Arts Academy. The best art pieces will also be exhibited to the general public.
For the program, Sony is sponsoring a total of 10 VAIO L Series desktops and 15 Cyber- shot DSC-S2000 cameras for the children to capture and edit inspirations and their resulting work. Sony will also be providing the children with a free photography training course by Sony product trainers to maximize the use of the gadgets for their art creation.
“The program enables these children to dream and imagine a world beyond their daily lives, giving them the rare opportunity to express their creativity and emotions,” says award-winning Singaporean artist Ms. Donna Ong. “I’m privileged to be a mentor to these children, to be a part of this impactful project by Sony that reaches out and benefits underprivileged children through the gift of art creation.”
Using some of the children’s pieces, Donna Ong will co-create several art pieces that will be auctioned off at a gala awards dinner on 11 May, 2010. All proceeds from the auction will go back to Little Arts Academy. An exhibition of the children’s artwork will be showcased at selected venues from 11 – 25 May 2010, so the general public will have the opportunity to view and experience the children’s creative juices.
To learn more about make.believe, please log on to http://makedotbelieve.sony-asia.com/
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