“In H&M Subvertisement, the artist has hit upon a phenomenon in society – that we’re more concerned about the welfare of people who are most like us. We see this girl who looks like a Western school kid before our expectations are subverted. It’s depressing that we’re less inclined to engage with an issue if it doesn’t affect us directly. This work bypasses those barriers. The research is thorough as well, acknowledging the fact that the company’s practices have improved. But that for most big corporations, profit comes before people. And this work criticises that in a in a clever way.” – Nick Kaplony, Artquest Senior Programme Coordinator 

Situation: H&M, a fast-fashion brand, aims to make fashion accessible but has been criticized for unethical practices, including child labor in Myanmar. Children as young as 14 work in factories for over 12 hours a day to produce cheap clothing. (Butler, 2016; Skorzynska, A. 2012)

Tactic: We created a subvertising video campaign targeting millennials, especially young parents, to raise awareness of H&M's child labor practices. This demographic is likely to empathize with the issue and is a significant part of H&M's customer base.

Result: The Fashion Transparency Index 2021 shows H&M discloses 89% of their policies, indicating progress. H&M is committed to improving labor standards and transparency1. However, child labor remains an issue that needs addressing.

Action: The campaign will be shared on YouTube, Instagram, and Twitter, starting in August. We will use #nokidshouldwork and collaborate with influencers like Stacey Solomon to amplify the message and encourage signing a petition against H&M's child labor practices.

Subvertisement: Subvertisements use visual imagery to critique and expose hidden practices of companies. Our campaign mimics H&M ads to catch attention, using ethos and pathos to persuade viewers. In collaboration with Unicef and StopChildLabour.org, we aim to reduce support for H&M and promote action against child labor.