Maternity wear for a 12-year-old

Maternity wear for a 12-year-old

Every year 7 million kids in developing countries become pregnant. Together with leading children’s rights organization Plan International Finland we wanted to raise awareness about this horrible crisis globally.

Together with Finland’s most respected fashion designer, Paola Suhonen, we designed a six outfit maternity wear collection for a 12-year-old And we invited a real 12-year-old girl from Zambia to be a fashion model for our campaign.  With award-winning photographer Meeri Koutaniemi we shot six fashion photos and a fashion film. During the shoots in Zambia, our model Fridah was eight-months pregnant.

Then we launched this collection that the world shouldn’t need. We occupied the same media where consumers are used to seeing fashion brands. And we placed our collection in the windows of the most popular fashion street in Helsinki, Finland.

People started to talk…and donate. We were featured in the biggest domestic media and got 4,2 million earned followers in Finland. Internationally, we reached over 150 million people.

The campaign also got nearly triple the number of donors, and seven times more sponsors, compared with our previous campaign.

never satisfied