SOS Children’s Villages expose the harsh realities of child labour in the brickmaking, mining, and tobacco industries with a thought-provoking workwear collection designed specifically for children. Behind the campaign is the advertising agency NORD DDB.
Every day, millions of children, some as young as five, are forced to perform hazardous labour in the mining, brick, and tobacco industries. With this initiative, SOS aims to raise awareness about the harsh conditions of child labour in the media and public sphere, ensuring that an issue highly relevant to millions of children's everyday lives continues to receive the attention it deserves from the public.
The clothes have been designed with the harsh conditions in mind, aiming to draw attention to and provide insight into the various situations children have to endure while working in these conditions.
"Children growing up in insecure conditions and poverty are at risk of exploitation and being forced into labour. These are children who should have a secure upbringing and attend school. Children working in brick production, mining, and tobacco farming face some of the most hazardous working conditions and risk serious consequences for their physical and mental well-being. At SOS Children's Villages, we support children with schools, family strengthening programs, children's villages, and local advocacy efforts. So that they can have a secure upbringing, education, and a brighter future", says Karin Cassinger, marketing and communications manager at SOS Children's Villages.
The Miners Pants
The Brick Jacket
The Tobacco Shirt
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 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's work.
* The purpose of these collection is not for actual usage. They have been developed by SOS Children’s Villages to work as a reminder of the hazardous labour that millions of children are forced to perform, so that the rest of the world can enjoy smartphone batteries, electric vehicles, and renewable energy storage.