After viewing the documentary Invisible Children, a group of McMaster University students were deeply moved by the story of war affected children in Northern Uganda.  They decided to do something about it. 
They started a McMaster University Chapter of Invisible Children and on Saturday, March 14, 2009 held their first-ever Peace of Chic fashion event to help raise funds.
 
“Our objective is to give these children the opportunity for quality education and provide them with the necessary resources to attend school,” says Peace of Chic Executive Director Zhen Jiwa.  “Through activism, fundraising and awareness campaigns, we strive to challenge our fellow students at McMaster and the community as a whole to personally participate in changing the future of these children’s lives.”
 
When Jiwa approached Joico if they would help support their event, Joico responded with a resounding yes.  In little time, Joico provided gift bags for all attendees at the Peace of Chic fashion show, styling products for the models, and four gift baskets for the silent auction.
 
The event raised more than $3,000, which has already been forwarded to the Invisible Children NGO who will use the money to build libraries in Uganda.  The event was attended by nearly 300 students, the Dean of the Degroote McMaster University Business School, and fashion designer Jason Myers.
 
“We believe the story of these children will serve to make the McMaster community more conscious of global injustices, and encourage them to become more politically active. For those already involved with the Invisible Children chapter at McMaster, the story of the children in Northern Uganda has changed their views about the world,” says Jiwa.  “We hope it will reach the hearts of others and call on them to make a  difference in the lives of the under-privileged, through community involvement.”