H&M aims to be the brand that takes the sustainability lead in the retail industry, particularly when it comes to kidswear. In order to educate parents about their sustainability initiatives and build trust with the consumer, there was a need for specific, targeted messaging on kids’ and parents’ terms. The delivery was a toolbox of flexible image and copy assets covering two main topics: Sustainable Materials and Kids Safety.

These were to be used in an always-on approach, communicating sustainability claims in small, simple to understand, positive cues which appear consistently, often, and across all channels: hm.com, newsletters, social media, in-store and digital screens. It was intended to be used as a long-term activation, with local flexibility to lift up the most relevant topics for each market.