Narrative Change | H&M Foundation

Activities within Narrative Change

If we want change at scale, doing good is not enough. We turn the insights we gain and the solutions we champion into inspiring stories which in turn brings new narratives to life. By telling stories of what is possible, challenging existing systems and stereotypes, and showcasing the solutions that are out there, perception change is achievable.

We aim to influence decision makers in the fashion industry as well as in the development sector. To help us on this mission, we have a set of skilled and successful strategic partners:

New Zero World

New Zero World is a coalition of climate allies aiming to create a global movement to shift the public opinion on climate and promote behavioural change. By focusing on the creative industry including marketers, advertisers, art directors, and communicators – the ones who are shaping tomorrow’s stories – New Zero World seeks to accelerate climate action through new climate narratives that positively reimagine our visions for the future.

Learn more about our Climate Communications Accelerator initiative.

UN Foundation

The UN Foundation helps the United Nations build a better world. The H&M Foundation’s partnership with UN Foundation was initiated in 2019 and aims to create a more equitable and sustainable world, and to advance the UN Sustainable Development Goals.

unfoundation.org

Challenging stereotypes and old truths

We have also worked with several campaigns to put the spotlight on a specific issue and ignite a discussion. Below are some examples of this.

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Textiles in 2063

Together with Planethon we created a message from a future generation to the changemakers of today – about a radically transformed textile industry. The science-backed scenario illustrates a possible future for our industry, one that is inclusive and serves an earth for all.

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The Echo Chamber

We teamed up with Fotografiska Stockhom and also added a knowledge partner, Planethon, to focus on new innovative ways to accelerate the development of inclusive societies by exploring the power of perception change. The Echo Chamber, by photographer Erik Johansson, is the result.

The Future is Here

The H&M Foundation and Fotografiska Stockholm, one of the world’s most prominent museums for contemporary photography, have joinied forces in the quest to inspire and encourage positive change through the power of visual communication.

Billion Dollar Collection

To help speed up the transition towards a sustainable fashion industry, we created a virtual fashion collection – the Billion Dollar Collection. Each garment represents a ground-breaking innovation that has the potential to shape the fashion industry of tomorrow, if scaled up today.

Unfounded.Ltd

Unfounded.Ltd was a fictive startup with the power to unlock USD330 billion in annual global revenue. The company embodied the untapped financial potential that women represent for the global economy, and through a campaign targeting the financial community – we were aiming to help close the gender gap in finance.

Foundation 500

With Foundation 500 we wanted to challenge stereotypes and pave the way for women entrepreneurs. As a blink to the Fortune 500 list we created our own list – the ”Foundation 500” – an all-female list of 500 outstanding business leaders growing their companies in the harshest of start-up environments.

Initiatives by our partners

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H&M Foundation and UNICEF launch the “Be Inclusive” campaign supporting children with disabilities

Children with disabilities often face prejudices. Because of this, the children are hidden and restrained from being part of the society, making it extremely difficult for them to reach their full potential. A digital global awareness campaign supported by H&M Foundation launches today, focusing on inclusion of the 240 million children around the world who live with disabilities. Regardless of where these children grow up, they are more likely to experience greater difficulties with exclusion and lack of participation than children without disabilities are.

Feb 2022 •Read in 2 mins

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Putting spotlight on the friends you have but never knew

Waste pickers serve an important societal function by picking up, cleaning, sorting and segregating recyclable waste and selling it further up the value chain. But they lack social acceptance and dignity. Creating societal recognition of their work as having economic and environmental value is important. As part of our initiative Saamuhika Shakti, BBC Media Action have launched “Invaluables” – a communication initiative designed to shift perceptions about waste picking and informal waste pickers in Bengaluru, India.

Apr 2021 •Read in 3 mins

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Advocating clean water through art

Together with internationally acclaimed artist Aïda Muluneh, WaterAid and the H&M Foundation put the spotlight on women and the impact dirty water has on women’s lives and futures. The thought-provoking photo exhibition was showcased at Somerset House, London during the fall 2019.

Sep 2019 •Read in 2 mins

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Brain boosting baby talk for dads

During the first years of a baby’s life, their brain forms new connections at the amazing rate of 1,000 per second. Research shows that when we speak slower, more melodically and make exaggerated sounds it makes it easier for babies to learn new words and develop cognitive abilities. However, research has also shown that many fathers don’t interact with their babies in the same way as mothers do. In a global campaign with UNICEF, we urged fathers to speak baby talk to boost their babies brains. The initiative encouraged dads to interact more with their babies at an early age.

Oct 2018 •Read in 2 mins

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Speaker at the TedX event in the Kakuma Camp, Kenya

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First ever TEDx event in a refugee camp

The world’s first TEDx event in a refugee camp will take place at the Kakuma Refugee Camp in the Kenyan northern county of Turkana on June 9, 2018. The TEDx event is part of an ongoing 30 million SEK collaboration between UNHCR and H&M Foundation, supporting half a million refugee children with the school supplies they need to attend school in Chad, Ethiopia, Iran, Kenya, Malaysia, Pakistan, Rwanda, Sudan, South-Sudan, Syria, Uganda and Yemen.

Jun 2018 •Read in 2 mins

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UNI_FORM – the first digital jacket that evolves with a child’s brain

UNICEF and the H&M Foundation launched the UNI_FORM campaign to highlight the importance of early childhood development. A digital and interactive jacket was created as a symbol for every child’s right to get the best start in life and as a tool for parents to engage in early learning activities with their children.

Oct 2016 •Read in 2 mins

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The photo exhibition Noori Tales in Stockholm

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Noori Tales: Stories from the Indus Delta

Noori Tales: Stories from the Indus Delta was a exhibition of works by award-winning Swedish-Eritrean photographer Malin Fezehai. The exhibition was available in Kungsträdgården in Stockholm August – September 2016 and was a collaboration between WaterAid and the H&M Foundation.

Aug 2016 •Read in 2 mins

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Class room which is part of our program with UNICEF

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Unicoin – the first currency dedicated to do good

The H&M Foundation in support of UNICEF presented a new currency to the world – the Unicoin. The initiative aimed to enable children to support the right for other children around the world to access learning opportunities from an early age. The only way to get hold of a Unicoin was to exchange a drawing at a campaign site. And the only way to spend it is on educational supplies.

Jun 2015 •Read in 3 mins