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Watch: Alek Wek in the H&M Conscious Foundation’s Latest PSA

Alek Wek is the ambassador for the H&M Conscious Foundation and she’s using her platform as a way to build awareness about the retailer’s efforts to do some good in the world.

The model stars in the latest PSA, which explains how H&M came to support various charities. It was a two-part effort: A board of advisers, which included Archbishop Desmond Tutu, chose serious humanitarian issues and let the public vote on which ones the foundation should support. 

Thanks to customer votes, the H&M Conscious Foundation pledged to donate proceeds to charities that empower women, provide clean water and early childhood education in disadvantaged areas. H&M has partnered with UNICEF, WaterAid and the CARE foundation for its conscious project, which will help hundreds of thousands of women and children.

Learn more about H&M’s initiative in the video above.

[via H&M YouTube]