Gap’s back-to-school campaign ‘EVERYONE BELONGS’ spotlights real kids with unique abilities and differences who inspire and embody inclusion

According to the book Everyone Belongs, by Heather ReviewsGapKids’ latest campaign continues to celebrate children of all kinds who thrive on their unique abilities and talents

NEW YORK, July 27, 2022 /PRNewswire/ — Inspirational, inclusive and full of joy, the GapKids fall campaign reminds us that life is brighter when everyone has a place and everyone has a chance to shine. Just before the start of the school year, Gap celebrates its belonging with a new creation inspired by the children’s book of the same name, everyone belongsby Heather Reviews. The campaign features a wide range of real children of all special abilities and talents, including those of Avis’ own children with Down syndrome.

Check out the full interactive multi-channel press release here:

Avis, a mother, founder of The Lucky Few Foundation, a national Down syndrome advocacy organization, New York Times bestselling author and uncompromising storyteller, is dedicated to creating a more inclusive world. With this release of his second book, everyone belongsAvis creates the perfect backdrop for Gap’s latest GapKids campaign, taking inspiration from the book and showcasing a diverse group of kids who are making the world a brighter place by sharing their individuality.

Designed by the creative director of Gap, Leon Peltiershot by Jack O’Connor and led by Lauren sick, the cast of kids showcase their individual styles and the joy they feel in being who they are and doing what they love. Dressed in loose organic denim, khakis, pocket tees, dresses, varsity jackets and more, the modern prep shines in GapKids Fall Icons.

“Celebrating individuality has always been emblematic of the Gap brand,” says Mary Alderete, Global Head of Marketing Gap. “Back to school is a great time to bring this message of belonging to the forefront and reinforce that there is no greater joy than being yourself. ‘EVERYONE BELONGS’ shares an important message for children and adults, and we’re excited to continue to nurture the individuality, acceptance and joy we feel when we embrace our unique selves.”

GapKids’ ‘EVERYONE BELONS’ Campaign Cast Includes 13-Year-Old Adrina Castro who can be found playing basketball, making silly videos with his sister, keeping fit and spreading positivity, all from his wheelchair; Beauden Baumkirchner, a four-year-old septic shock survivor who, with two prosthetic legs, enjoys biking, quad biking, swimming and kneeboarding; Six years Brody Schaffer has gained a large following on social media for her adorable personality and many talents. Brody can sing, dance, play the piano and more. everyone belongs The author Avis’ three children, Macy, Truly and August, are her inspiration for social awareness and acceptance. This is the third time Avis children have been 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 own talents and skills. There will be a call to action for families to upload videos of children performing their talents on 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 new copies of everyone belongs to schools in need through First Book, a non-profit organization dedicated to providing learning materials to disadvantaged classes.

Gap’s “EVERYONE BELONS” campaign debuts on July 27, 2022, on GapKids Channels, TV and Digital. Follow @gapkids to see #GapKidsBelong content going live over the next few months.

Difference: Pierre Jenna, [email protected]
Strength : Jenna Satnick, [email protected]

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 denim-based heritage and connect with customers online and at company-operated and franchised outlets around the world. Gap is a lifestyle brand that includes apparel and accessories, GapKids, babyGap, GapTeen, GapMaternity, GapBody, GapFit, YEEZY GAP and GapHome collections. The brand also offers value-conscious customers collections designed exclusively for Gap Outlet and GapFactory stores. Gap is the namesake brand of the leading global specialty retailer, Gap Inc. (NYSE: GPS), which includes the Old Navy, Gap, Athleta and Banana Republic brands. For more information, please visit

SOURCE Deviation

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