Based on the book, Everyone Belongs, by
Heather Avis, GapKids' latest
campaign continues to celebrate kids of all kinds who are
flourishing with their unique abilities and talents
NEW
YORK, July 27, 2022 /PRNewswire/
-- Inspiring, inclusive and packed with joy, GapKids Fall
campaign reminds us that life is brighter when everyone belongs,
and everyone has a chance to shine. Just ahead of the
back-to-school season, Gap celebrates belonging with newly released
creative inspired by the children's book of the same name,
Everyone Belongs, by Heather
Avis. The campaign features a wide range of real kids of all
abilities and special talents, including those of Avis's own
children with Down syndrome.
Experience the full interactive Multichannel News Release
here: https://www.multivu.com/players/English/8840358-gapkids-fall-everyone-belongs-campaign/
Avis, a mother, founder of The Lucky Few Foundation, a national
Down syndrome advocacy organization, New
York Times bestselling author, and unyielding narrative
shifter, has dedicated herself to creating a more inclusive world.
With this release of her second book, Everyone Belongs, Avis
creates the perfect backdrop for Gap's latest GapKids campaign,
taking inspiration from the book and showcasing a diverse
group of kids who make the world brighter by sharing their
individuality.
Concepted by Gap Creative Director, Len
Peltier, shot by Jack
O'Connor and directed by Lauren
Sick, the cast of kids showcase their individual styles and
the joy they feel from being who they are and doing what they love.
Styled in organic loose denim, khaki, pocket tees, dresses, varsity
jackets, and more, modern prep shines in GapKids Fall Icons.
"Celebrating individuality has always been iconic to Gap brand,"
says Mary Alderete, global head of
Gap marketing. "Back-to-school is the right time to bring this
message of belonging to the forefront and reinforce that there is
no greater joy than being your true self. 'EVERYONE BELONGS' shares
an important message for kids and adults alike, and we are excited
to continue to encourage individuality, acceptance, and the joy we
feel when we embrace our unique selves."
The "EVERYONE BELONGS" GapKids campaign cast includes
13-year-old Adrina Castro who can be
found playing basketball, making silly videos with her sister,
staying fit and spreading positivity—all from her wheelchair;
Four-year-old Beauden Baumkirchner–a septic shock survivor–who,
with two prosthetic legs, enjoys biking, quad riding, swimming and
knee boarding; Six-year-old Brody
Schaffer gained a big following on social media for his
loveable personality and many talents. Brody can sing, dance, play
piano, and more. Everyone Belongs author Avis's three
children, Macy, Truly, and August, are her inspiration for social
awareness and acceptance. This is the third time the Avis children
are featured in a GapKids campaign, amplifying their incredible
journeys.
Beyond the campaign, GapKids is hosting its first-ever digital
talent show, encouraging kids across the country to participate and
show off their very own talents and skills. There will be a
call-to-action for families to upload videos of kids performing
their talents to social media, using the hashtag #GapKidsBelong,
with a range of participants highlighted on future GapKids channels
and campaigns.
And, to further celebrate belonging, Gap is turning the page on
educational barriers by donating 20K
brand new copies of Everyone Belongs to schools in need via
First Book, a nonprofit organization dedicated to providing
learning materials to underprivileged classrooms.
Gap's "EVERYONE BELONGS" campaign debuts on July 27, 2022, across GapKids channels,
television, and digital. Follow along on @gapkids to see
#GapKidsBelong content go live throughout the coming
months.
PRESS CONTACTS
Gap: Jenna
Stone, jenna_stone@Gap.com
LaForce: Jenna Satnick,
gap@LaForce.nyc
ABOUT GAP @gap and @gapkids
Gap is an authority on modern American style. Founded in
San Francisco in 1969, Gap
continues to build on its heritage grounded in denim and connect
with customers online and in company-operated and franchise retail
locations globally. Gap is a lifestyle brand that includes
apparel and accessories, GapKids, babyGap, GapTeen, GapMaternity,
GapBody, GapFit, YEEZY GAP and GapHome collections. The brand also
serves value-conscious customers with exclusively designed
collections for Gap Outlet and GapFactory Stores. Gap is the
namesake brand for leading global specialty retailer, Gap Inc.
(NYSE: GPS), which includes Old Navy, Gap, Athleta and Banana
Republic brands. For more information, please visit
www.gapinc.com.
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SOURCE Gap