After years as an advertising photographer, our founder Filip Cederholm Agoo began questioning his images on glossy magazine covers, set beside newspaper headlines about the growing mental-health challenges among our youth. He realized he was part of the problem, propelling shallow values into society by selling a false, unattainable reality. This sparked a simple and inspiring question: how could he use his creativity to benefit children instead of shareholders? From that inquiry, the Human Alphabet was born, now evolved into a global happiness manifestation. To see more of Filip's please visit filipagoo.com
The idea of the Human Alphabet emerged after hundreds of hours of contemplation. The vision was simple: to photograph a human alphabet created with children around the world—one letter per country, formed by around 500 children and captured in locations that reflect each country. From the day the idea arrived, Filip has not been able to let it go, even as it proved far more demanding than first imagined. It became one of those rare ideas that, once seen, cannot be unseen—quietly taking over the direction of his life. Fueled by the energy of witnessing thousands of children smiling an experience that revealed to him the profound power of our mirror neurons.
ABC Charity was the non-profit organization Filip founded to bring the Human Alphabet into the world. The vision was to create a fundraising tool using art sales to support charities in the countries where each letter was produced. The work was largely self-funded and executed at a grassroots level by Filip and his partner, together with local volunteers. While the vision was noble, it proved difficult to sustain without a self-sufficient business model. This learning led to the birth of Happy Hearts, where children now co-create art that is sold to enable more children to participate in free art festivals—creating a sustainable organization powered by art.
ABC Charity promo video
The idea for Happy Hearts emerged when Filip received support from the investment group Bravehearts in Barcelona. Their message was clear: the organization needed to become self-sustainable and place greater focus on education. Filip agreed, but said that if it was to be education, it had to be education of the heart. In a world dominated by mind-based learning, science shows that lasting change comes when we connect heart and mind—creating inner harmony as the foundation for harmony around us.
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