Buy a GI JENS and help us make another awesome project possible!

I’m the founder of an amazing non-profit project called EYE AM. We want to give kids in developing countries the opportunity to tell their own story through photography, to correct the picture given by media.

By doing two week photo workshops, we want to teach kids in developing countries how to photograph, giving them the opportunity to show their lives from their perspective, instead of just letting the media tell their sometimes flat and generalizing story.

(Read everything about the project at the bottom of this page)

To be able to do this project, we need cash to buy the 20 first sets of cameras and computers! We will also need to be able to pay for the flight tickets and transportation to the three destinations.

By buying a GI Jens you will help us make this project possible!

These awesome people contributed so far. Scroll down to see how you can be one of them!


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By offering a fortnight of photo workshops, we want to teach kids in developing countries how to photograph, giving them the opportunity to show their lives from their perspective, instead of just letting the media tell their sometimes flat and generalizing story. We are working together with three local organizations as well as local artists and creators.

You will be able to follow the work live on our website and interact directly with the kids.

When the workshops are over, we’ll leave cameras and computers to the local organizations so that the project can continue. Every step will be documented on our website!



Todays media often creates an unfair picture of the lives of kids in developing countries – how they live and who they are. Poverty. No individuality. No creativity. But that’s not the picture that is created by those who really know what it looks like. The kids themselves. Together with you, we’ll create a more realistic view of the world.

Every child is a person with their own view of the world. Our goal is to give kids the opportunity to express themselves artistically as a passport to a better and more fulfilling life. As individuals. And we want the world to see it.



When the we’ve finished the first three locations, the amazing people at the publishing company New Heroes and Pioneers will help us make a beautiful coffee-table book with photographs from all the kids. Editors, copywriters and designers will be working on this project without any monetary compensation, which means that almost every cent you contribute will go directly back to EYE AM.

The book will consist of at least one image from each and every one of the participants of the workshops, together with their stories. It will also include photos from behind the scenes.

With the proceeds of the beautiful photo book (produced pro bono by New Heroes & Pioneers publishing house) and the images sold through international stock photo agencies, we’re able to continue as a non-profit organization.



You´ll be able to purchase the photos taken by the kids through the website. Thanks to the swedish stock photo agency Maskot, the images will be distributed through international stock photo agencies so that magazines and companies are able to use great pictures and at the same time make the world a better place.



These are the three amazing places we are going to visit during the first run! We’ve chosen to work with the childrens foundation New Hope, co-operating with organisations all over the world, which they also visit personally. Thanks to this, we are certain to have trustworthy contacts before and when we arrive.

Novy Dom – Ukraine

Dima and Valera in Novy DomDima and Valera in Novy Dom

The childrens orphanage in Reni, Ukraine, hosts kids with a lot of history. Many of them have been abused or thrown out on the streets. The workers in Novy Dom are helping these children believe in the future and a better life. We hope to spark their creativity and give them a chance to tell us about themselves.


PEFAN – Ethiopia

Dancing at PEFANDancing at PEFAN

PEFAN children’s centre was founded by Fish Tadesse, a former war refugee who fled to Sweden aged fifteen years old. When he later returned to his birth country, he knew that he wanted to do something to change the lives of the kids living in Ethiopia, without food, shelter or education. Fish and PEFAN find foster-homes for the orphans, giving them the opportunity to go to school and makes sure that they have access to clean water, showers and somewhere to do their laundry. At the moment, 46 children and youths are taken care of by Fish and PEFAN.


Starehe Girls School – Kenya

Students of StareheStudents of Starehe

Starehe was founded in 2005 and every year 120 girls start their education on the compound. All of the girls come from very harsh backgrounds and would not have been able to educate themselves if they had not been accepted to Starehe. We would love to give them the opportunity to share their process with the rest of the world!


This Post Has 27 Comments

  1. […] El resultado después de 3 meses de arduo trabajo fueron 400 GI Jens bien empacaditos y listos para ser enviados a distintos clientes y agencias alrededor del mundo. Y ahora inclusive puedes comprar tu propio GI Jens en el sitio web de Lennartsson. […]

  2. Alain says:

    Beautiful way to surf on your self promotion’s buzz to try another project, helping people who need.
    We talked about EYE AM project in our article on !
    Congrat’s for your buzz and your projects !

  3. […] While some of these figurines are going to his dream clients as a promo, he’s also selling them in return for advertising to continue to fund his organisation that gives kids in developing countries the opportunity to tell their own stories through photography. Details are here. […]

  4. Jens Lennartsson

    One word.. Genius!

    Wishing you much success with all your projects.

  5. […] “A não ser que faça uma apresentação épica, você será esquecido. Precisei de mais de uma pasta de papel para me destacar”, afirmou Lennartsson, que também está vendendo os bonecos na web, com o objetivo de financiar seu projeto de inclusão digital “Eye Am”, para crianças de países em desenvolvimento (para saber mais, clique aqui). […]

  6. […] mit Bilder und Film. Eine sehr  coole Idee und schöne Figur -musst ich natürlich auch gleich bestellen und hab sie für 110 $ bekommen, wie man auf der Seite sehen kann. Sehr interessant ist auch die […]

  7. Victoria says:

    It makes me happy to see people doing projects like this, and even more happy to see it’s a fellow Swede :) Good luck with it all!

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