KappAhl promotes charity organisations with the campaign "Fine as I am"
KappAhl's commitment to organisations* on their local markets who work for children is moving up a gear. With the campaign "Fine as I am", the fashion chain will highlight the organisations’ work and emphasise 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 these organisations* 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 "Fine as I am" in all of its nearly 400 stores in Sweden, Norway, Finland and Poland.
"In all countries where we have stores there are organisations* which work to support children and young people", says KappAhl's Head of Public Relations, Charlotte Högberg. "We want to provide some of these organisations* with our support."
In 2014, KappAhl in collected 2,4 million SEK for the organisations* – almost twice as much as the previous year. The ambition is to collect even more money for the organisations* through the "Fine as I am" campaign during 2015.
Children design T-shirt motifs
The campaign starts with a competition giving children the chance to design a motif for a t-shirt illustrating what "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 each country's organisation*.
"We're looking forward to this and hoping for as good a response as when we held the competition in Sweden for the first time last year. We received entries from children of all ages and it was very inspiring to see their drawings and read their insights into why everyone is fine as they are. We couldn't choose a single winner from all the wonderful entries, so in the end we chose two!" concludes Charlotte Högberg.
*In Sweden, KappAhl supports Bris via the "Fine as I am" campaign; in Norway Kors på Halsen, in Finland the Mannerheim League for Child Welfare and in Poland the Nobody’s Children Foundation (FDN).
More information about the drawing competition for children and young people is available on KappAhl's website.
See the video on "I'm fine as I am" and hear some children's views about an important subject.
"Fine as I am": With the campaign "Fine as I am", KappAhl wants to highlight the work of organisations on their local markets working with children and emphasise the message that really should be obvious – that all children and young people are fine as they are. The organisations* are in contact with many children and young people every day, and many of them 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.
KappAhl, founded in 1953, is one of the Nordic region’s leading fashion retailers with close to 400 stores in Sweden, Norway, Finland and Poland, and Shop Online. KappAhl offers value-for-money fashion of its own design to many people – men, women and children, with a special focus on women in the prime of life. 19% of the range is sustainability labelled. In 2013/2014, sales were SEK 4.7 billion and the number of employees approx. 4,000. KappAhl is quoted on Nasdaq Stockholm. For more information, go to www.kappahl.com.
For further information, please contact
Charlotte Högberg, Head Public Relations, tel 46 70 471 56 31, email charlotte.hogberg@kappahl.com
"Fine as I am": With the campaign "Fine as I am", KappAhl wants to highlight the work of organisations on their local markets working with children and emphasise the message that really should be obvious – that all children and young people are fine as they are. The organisations* are in contact with many children and young people every day, and many of them 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.
*In Sweden, KappAhl supports Bris via the "Fine as I am" campaign; in Norway Kors på Halsen, in Finland the Mannerheim League for Child Welfare and in Poland the Nobody’s Children Foundation (FDN).
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. 19% of the range is sustainability labelled. In 2013/2014, the turnover was SEK 4.7 billion and the number of employees approx. 4,000. KappAhl is quoted on NASDAQ Stockholm. For more information, please visit www.kappahl.com.
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