Search for role models, and you'll find pictures of children looking up at larger-than-life figures. Old white men wearing ties, looking aggressive. World leaders with raised fingers. Celebrities disengaged from reality. Ineffective at best, terrifying at their worst. Are these the best examples to inspire the next generation? Perhaps we have it all wrong. Perhaps the role models the future needs, are right in front of us — and that's how this incredible project started. Together with H&M, we built a platform — much more significant than advertising — that would allow us to feature kids, not just as cute models, but rather as the role models they are. For the launch, Alto worked with two-time Academy Award-nominated director Bryan Buckley to create a 6-minute documentary. The film features kids from across the globe talking, elaborating on the world as they see it, their disappointment in grownups, and their optimism and will to change their path.

As the project matures, H&M will begin accepting applications here for role models between the ages of six and 13, turning to a select group of experts in civic engagement, diversity, environment, equity, inclusion, social justice, and sustainability. A global campaign will feature selected kids and projects, shine a spotlight on their efforts, and create awareness of how the broader community can join them.

We needed to do more than just identifying some great kids: we needed to put power of H&M's global infrastructure behind something we could all genuinely believe in.

H&M will contribute 100% of the profit from a new line of sustainable clothing from its H&M Kids division to the funding program for the initiative.

Agency: Alto New York
Idea Wranglers: Lars & Martin 

CCO: Hannes Ciatti
ECD: Genevieve Hoey
Producer: Matt Bonin
Art Director: Filipe Nogueira
Design: Porta Rocha
Director: Bryan Buckley, Hungry Man
Editors: Jason MacDonald / JK Carrington No6
Illustrations: Molly Fairhurst