The problem: Millions of children around the world live in situations of extreme poverty. They’re especially vulnerable in the winter, as many families struggle to afford winter clothing, heating and appropriate shelter. According to UNICEF 2017 data on child poverty, 387 million, or 19.5 percent of the world’s children live in extreme poverty, compared to 9.2 percent of adults.
The approach: On January 5, the luxury sportswear brand Moncler announced they would be partnering with UNICEF (The United Nations International Children’s Fund) to provide clothing and survival kits to children living in cold climates around the world. The campaign, “Warmly Moncler for UNICEF,” will distribute all kinds of winter gear, like thermal blankets, hats, gloves, scarves, socks and shoes. Moncler has also committed to providing fuel to heat homes, school classrooms and other spaces where children can play; and life-saving aid such as food, clean water and medicines. The initiative is being promoted on social media with the hashtags #WarmlyMoncler and #WarmlyMonclerForUnicef.
The feel good: #WarmlyMoncler is more just than a gesture of solidarity. It provides plenty of awareness to ongoing UNICEF efforts, and actively supports them in meeting their goals of improving access to basic necessities for children in need. Ending extreme poverty requires awareness and action from individuals and companies like Moncler, who are best positioned to encourage positive change in the world.