SOS Children´s Villages has introduced a workwear collection for children in dangerous industries. These are clothes that shouldn´t exist for conditions that can´t be allowed.
The clothing collection is a way to expose the harsh realities of child labor in the brickmaking, mining, and tobacco industries. Agency NORD DDB Stockholm is behind the campaign, which includes this film directed by Alexander Biörsmark via production company House Agency.
The garments include Miners Pants, the Brick Jacket and the Tobacco Shirt. Every day, millions of children, some as young as five, are forced to perform hazardous labor in the mining, brick, and tobacco industries.
The initiative was launched with a showroom in central Stockholm, strategically positioned near premium kids’ brand stores, where chic parents and toddlers stroll by every day. A limited number of clothing items (not built for actual usage but as a reminder of the hazardous labor that millions of children are forced to perform) are also put up for sale for the amount that children earn during a whole year within their respective industries, which corresponds to approximately $865 in the mining industry, $385 in the tobacco industry, and as little as $290 in the brick industry. Additionally, individuals can donate any amount to the cause on the website. Print ads display the various workwear options, while the website provides additional information and gives people the opportunity to learn more and donate to SOS Children’s Villages which support kids with family strengthening programs, schools, children’s villages and local advocacy efforts.
