KappAhl for Bris with "I'm fine as I am"
KappAhl's commitment to Bris (Children’s Rights in Society) is moving up a gear. With the campaign "I'm fine as I am", the fashion chain will highlight Bris's work and emphasis the message that really should be obvious – all children and young people are fine as they are – on several occasions during the year.
"We are proud to work with Bris to put the spotlight on this message. Helping children and young people feel their own value is an investment in everybody's future", says Johan Åberg, KappAhl's CEO. "We want the campaign to have a ripple effect and inspire more people to get involved."
This week, KappAhl is starting the campaign "I'm fine as I am" in all of its 166 stores across Sweden. KappAhl and Bris have worked together to develop the campaign and it springs from Bris's everyday contacts with children and young people who find it difficult to like themselves. They say they feel pressure both from those around them and from themselves to be more intelligent, cooler, better looking, taller, shorter, thinner, stronger, lighter, browner, funnier and better. They quite simply don't feel they are good enough as they are.
"For us, it is important to reinforce this message, that all children are fine as they are, and to spread it to as many adults as possible. Every child has the right to be heard and taken seriously. Unfortunately, there are plenty of signals in society disseminating the opposite message: that boys and girls must change to meet the ideals of others if they are to be good enough. We are glad that KappAhl has taken this initiative as a major player in the market", says Kattis Ahlström, Bris General Secretary.
The campaign starts with a competition giving children the chance to design a motif for a t-shirt illustrating what "I'm fine as I am" means to them. The winner's motif will be printed on t-shirts which will be sold in KappAhl during the autumn, with the proceedings going to Bris. Representatives from KappAhl and Bris are on the competition jury.
"I'm fine as I am" is an aspect of the collaboration between KappAhl and Bris which dates back almost 10 years. This year, KappAhl has financed one of the counsellor chairs in Bris's support activities.
For more information, please contact:
Anna-Maria Carnhede, Press Secretary, Bris, anna-maria.carnhede@bris.se, +46 (0) 70 779 9506
Charlotte Högberg, Head of Public Relations, KappAhl, charlotte.hogberg@kappahl.com, +46 (0) 70 471 5631
Bris – Children’s Rights in Society is a politically and religiously independent non-profit organisation working for the rights of the child which aims to support vulnerable children and young people in particular, and to provide opportunities for children and young people to engage in dialogue with adults. The UN Convention on the Rights of the Child is the basis for Bris's work. Bris’s activities are financed via donations, membership fees and corporate sponsorship. More information about Bris can be found at www.bris.se.
KappAhl was founded in 1953 and is a leading fashion chain in the Nordic region with nearly 400 stores in Sweden, Norway, Finland and Poland together with Shop Online. KappAhl offers good-value fashion of its own design to a wide range of consumers – women, men and children – with a particular focus on women in the mid-life age range. 18% of the range is sustainability labelled. In 2012/2013, the turnover was SEK 4.8 billion and the number of employees approx. 4500. KappAhl is quoted on OMX Stockholm. For more information, please visit www.kappahl.com.
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