H&M created a platform that empowers new role models who are making progress in social equality, sustainability, education, and other issues. The worldwide initiative to identify and support these impactful young people is funded indefinitely through the proceeds of a new line of sustainable kids’ clothing.

H&M Kids accepted nominations for role models at an online platform where anyone aged 6-13 years old can be nominated. Those identified were supported via a global campaign spotlighting their efforts and creating awareness for how the broader community can join in their work. H&M directs proceeds from a new sustainable clothing line within the H&M Kids division to a fund that supports these role models.

An interactive chatbot created a simple and playful way to encourage parents and children to nominate a child as a role model, while the campaign gallery became a showcase for all participating kids.