In a topsy-turvy world where some world leaders seem to act like children and teenagers like Greta Thunberg are the ones making iconic speeches, it's been observed recently that children are today's role models.
That's the message from retailer H&M, which is out with a new campaign for its H&M Kids range that includes a platform where people can nominate children for special recognition.
Created via Alto, the agency founded by former JohnXHannes leader Hannes Ciatti in 2019, the campaign kicks off with a six-minute documentary-style film, directed by Hungry Man's Bryan Buckley (who was behind the Trump Statue initiative last year). In it, kids from different parts of the world and different ethnicities are interviewed about their views on adults, what they see is important, and how they want the world to change. As well as addressing issues like climate change, the kids share their general worries and hopes. One cute moment features a little girl who says she'd give breakfast to the police, while a heart-rending scene depicts another girl saying she worries that her friends will be put in cages. (The idea of children serving as voices of reason seems to echo Buckley's classic "When I Grow Up" Super Bowl ad for Monster.com.)
H&M Kids will start seeking nominations for role models today at an online platform where anyone can nominate somebody aged 6-13 years old. Those identified will be supported via a global campaign spotlighting their efforts and creating awareness for how the broader community can join in their work. H&M will also direct proceeds from a new line of sustainable clothing under the H&M Kids division to a fund supporting the role models' work.
"There’s this cliche notion in culture that as adults, we’re creating a better world for the next generation. But ask any kid today how they think we’re doing, and you might be surprised what you hear,” said Hannes Ciatti, founder and chief creative officer, Alto. “This effort channels the clarity kids bring to difficult subjects we face in the world today, and builds a foundation to empower the selected role models to do more, and maybe get us to a truly better future a bit faster.”