Watch H&M’s new campaign film and feel inspired or ashamed depending on how you’ve been behaving towards the environment. Either way, the planet will win. The film was created by agency, Alto, for H&M Kids campaign to find role models between the ages of 6 and 13, and directed by two-time Academy Award-nominated director, Bryan Buckley.
H&M is not the first company to search for child models in a campaign. It’s a no fail way to engage the parents who buy the company’s products. H&M’s child models are different though. They are being chosen for the good they are doing. Some of them are doing remarkable things. All of them have remarkable ideas about helping the planet.
“Through the initiative, H&M will bring forward, champion and tell the stories of young changemakers from around the world. H&M wants to support, improve and contribute to a better future for children and parents alike. We believe that the world needs to embrace the optimistic, collaborative, free-thinking spirit of kids,” the company said in its statement.
H&M is accepting applications here for role models. A group of experts in civic engagement, diversity, environment, equity, inclusion, social justice and sustainability will choose the winners.
Winners will be featured in a global campaign that will highlight their efforts and create awareness about how the broader community can join them. H&M will contribute 100% of the profit from a new line of sustainable clothing from its H&M Kids division to the funding program for the initiative.
H&M global sustainability manager, Pascal Brun, stated, “As a company that stands for progress, we feel a certain responsibility to use our size to create change today and for the future. We’re ambitious in our goals to make our business more equitable and sustainable so that the world is better for future generations. Part of that is making the decision to amplify the voices of role models who are making a difference today: kids.
“This is more than just identifying some great kids, it’s putting the power of our global infrastructure behind something we truly believe in.”