SEVEN/EAST puts child safety first with KNPO campaign to reduce accidents on roads

SEVEN/EAST and Kids Non-Profit Organization have today announced the launch of a new reflective bracelet that will generate funds to support the KNPO Bead initiative. Traffic accidents kill more children aged 5 to 14 than malaria, tuberculosis, and HIV combined and KNPO is on a mission to change those statistics. It distributes reflective beads and bracelets to children in developing countries to ensure kids can be seen five times further away at night by car headlights.

For every reflective Shine Bright bracelet sold, SEVEN/EAST will donate two reflective bracelets to KNPO and one additional bracelet to each customer to give as a gift to a child. The KNPO Bead initiative is an educational programme that helps keep children safe on the roads and teaches schools and community hubs in developing countries about road safety through creative play and education.

As a company we want our jewellery to have a positive impact. KNPO is tackling a big global issue using jewellery in a creative way. We believe that the work of KNPO needs to be amplified. It is a tragedy that children are being killed and injured every day simply because they cannot be seen on the roads at night. We are proud to be using our business to make a difference. And we know our customers will be proud to make a difference too
— Lena Westerdahl, Founder, SEVEN/EAST