MAD, one of IM Capital's portfolio companies, reached the second milestone of How MAD is Beirut initiative to support and promote 200 Lebanese creatives, individuals and businesses.

MAD’s initiative How MAD is Beirut, launched after the Beirut blast, highlights the determination of Lebanese creatives of all ages and provides them with a long-needed source of income through the digital promotion and sales of their creations in France.

Thanks to USAID’s Trade and Investment Facilitation (TIF) project assistance, MAD will support 200 Lebanese designers, artists and creatives by helping them structure their business and develop it in France. MAD’s initiative and support will unlock the digital transition of Lebanese creatives and increase exports of locally made artworks and creations.

The kick-off meeting and grant signature were held in the presence of TIF team and MAD CEO Rima Yacoub, as MAD COO Lise Yacoub joined virtually from Paris.

MAD launched a call for applications that will help them identify 200 beneficiaries who will have access to digital tools including a free annual subscription to the MAD platform to sell their creations and a series of online workshops to help them in their digital transition and link them to French partners and networks.

From those 200 beneficiaries, MAD will select the 20 best performing artists and designers who will be promoted in MAD’s French content, both digitally and physically. In addition, 5 Lebanese creatives will be selected to develop a limited collection and collaboration with MAD which will specifically target the French market.

“For almost two years now, Lebanon has been enduring a series of devastating crises. The creative services industry has been hit particularly hard and Lebanese artists are, like many, struggling. It’s now more than ever crucial to support and sustain Lebanon’s artistic community by giving them the opportunity to practice their talent openly and safely and to gain international exposure so that they may continue to live from their art. We’re happy to extend our initiative to 200 additional beneficiaries, especially given the deep crisis Lebanon is still facing” says Lise Yacoub, CEO of MAD.

“How MAD is Beirut’s initiative aims to assist and promote the struggling Lebanese creative community. It will enable Lebanese artists to develop their brands and products and sell online, with a special focus on exporting to France. It will contribute to sustain the presence of local artists and designers and empower them to live from their art online. In addition, there will be a specific outreach to encourage women beneficiaries in order to facilitate female empowerment, as it is part of MAD’s DNA” adds Rima Yacoub, MAD’s COO.

The call for applications is open till October 5th on https://www.howmadareyou.com/compete/how-mad-is-beirut-call-for-applications/