Nord DDB made a workwear line to spotlight the horrors of child labor

The campaign for SOS Children’s Villages featured a pop up where the clothes could be bought

Published On
Apr 16, 2024
Workwear for children

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The pants come with reinforced knees to crawl through mines. The jackets have armpit ventilation for hot days and pockets for masks and oxygen tanks. This isn’t a line for adult blue-collar workers. 

They’re for kids.

SOS Children’s Villages, a global nonprofit that provides homes for abandoned and orphaned children, wanted to raise awareness for hazardous child labor. They worked with Nord DDB and VX Production to make a line of workwear for kids ages five to 10, specifically those working in brickmaking, mining, and tobacco farming. 

“Clothes that shouldn’t exist for conditions that can’t be allowed,” reads a tagline from the campaign. 

The brick jacket is made of canvas with reinforced wrist guards to protect the wearer from cuts and blisters and has openable armpits for ventilation to cool down those working near furnaces. It has two special pockets—one to store an oxygen mask in case of exhaustion, and another to hold a face mask to prevent dust and chemical inhalation.

The cobalt mining overalls have reinforced knee pads to make it easier to crawl through tunnels and a large chest pocket for a face mask. It also comes with a long-range GPS transmitter to locate the wearer in case of a mine collapse.

The tobacco shirt is made of waxed cotton to resist pesticides and heavy rain. It also comes with reinforced writests to prevent cuts from knives and machetes and openable armpits for ventilation. The shirt’s pockets are meant to store anecdotes and serums for poisonous snakes and spiders. 

A selection of the clothes was put on display in a showroom in central Stockholm, just around the corner from premium kids’ clothing stores. The clothes can be bought, not with the intention of them being worn, but to help in the fight against child labor. The prices of the items represent the annual salaries of a child worker—approximately $865 in the mining industry, $385 in the tobacco industry and as little as $290 in the brick industry.

Credits

Date
Apr 16, 2024
Client :
SOS Children's Village
Agency :
Nord DDB
Agency :
House Agency
Alexander Biörsmark
Clothing :
VX Production
Sound Design :
Red Pipe Studios
Sound Designer :
Stefan Almqvist

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