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UNICEF's corporate partnerships

International partnerships: H&M-UNICEF Activities

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Collaborating with UNICEF National Committees
In addition to our global partnership with UNICEF, H&M also collaborates with UNICEF at a local level. As a result, several sales countries such as Sweden, Finland and Canada have collaborated with national UNICEF committees and engaged in national campaigns to support UNICEF’s work. Activities include various cause-related marketing activities, sale of specially designed products and monetary donations.


H&M Sweden has worked with UNICEF since 2004. In 2009, Swedish H&M stores collaborated on a Spring and Christmas campaign. In addition to this, H&M Sweden also ran a continuous ‘Round Up’ campaign that enables customers to make a direct donation to UNICEF at the cash registers when shopping in store. This year, the Spring and Christmas campaigns, combined with the year-long ‘Round Up’ campaign generated a total donation of US $330,000 to UNICEF, a record for H&M Sweden.

Around Christmas 2009, H&M Finland and UNICEF arranged the ‘A euro for UNICEF’ campaign to raise funds for UNICEF’s global work to protect the rights of children. Participating customers donated a euro or more at the cash registers points when paying for their purchases. The campaign was well received by customers and raised more than US $140,000 for UNICEF.

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Organic cotton bag sold in H&M Canada in support of the Kenya Girls' Scholarship Programme

In autumn 2009, H&M Canada partnered with UNICEF Canada to raise funds and awareness for the Kenya Girls Scholarship Programme. This programme aims to help girls from rural and nomadic communities in north-eastern Kenya complete their high school education and go to university.

The focus of the campaign was an organic cotton bag sold in selected stores across Canada for CAD 12.95. From each bag sold, 25% of sales went towards the programme. All in all, H&M Canada sold 2,099 bags through our retail stores, and doubled this amount by holding local sample sales. In total, more than US $23,000 was raised for the UNICEF programme.

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