THE SUDANESE MODEL WHOSE PERSONAL STORY MIRRORS THE REFUGEE CRISIS, AND CREATED A HOLIDAY PIECE THAT COMMUNICATES THE NEED FOR FINDING HELP FOR THOSE WHO NEED HELP IT.
In 2016, the H&M Foundation selected UNHCR as the beneficiary of its global holiday campaign, to help refugee children receive the school supplies they need. The campaign ran in some 4,000 H&M stores in 47 markets worldwide, engaging H&M employees and customers to support refugee children with a variety of school supplies including textbooks, learning material and special education services and support for children living with disabilities. For every H&M gift card sold between November 3rd and December 31st, 2016, the foundation made a donation to help UNHCR provide school supplies for refugee children in Africa, Asia, and the Middle East, generating a total $3.3 million.
The video opens with a series of striking black and white close ups of Wek that manage to capture both her innate beauty, as well as a sense of her worldliness, due to a personal biography that includes her own refugee experience.
Wek's voiceover is intercut with shots of her speaking directly to the camera about her personal story and the ambitions of the H&M "Conscious" campaign to assist refugee children in getting the educational resources they desperately need.