Recess shouldn’t be the toughest subject in school.
For more than 60 000 Swedish kids, going back to school means going back to an environment where they are harassed, threatened and abused. Friends Foundation work everyday for this reality to change. So we wanted to help them out.
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The Challenge
Friends is an organisation that battles bullying preemptively, through information and workshops in schools. Every krona spent on advertising is a krona not spent on this effort. Hence, it was paramount to create something that sparked emotions without busting the budget or exploiting any one individual.
The Solution
We had worked with Friends before, on a campaign where we called out bullying by its rightful names: Abuse, assault and threat––all of which are punishable by law in the adult world. Drawing on this narrative, we wanted to show everyday school situations from a different perspective. We all had that subject in school that we found particularly hard. But what if recess was that subject? Because it is, to more than 60 000 Swedish kids. With the help of Shutterstock and some cropping, we made a series of content showing how recess, lunch break and locker rooms can be seen as threatening environments which were made into banners, out of home and assets for social media.
The Result
We met the one KPI we were presented with: Raise a certain amount of money. Additionally, the campaign raised “a storm of emotions” according to the client, increasing brand awareness and sparking conversation in owned channels.
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