Finnish anti-drinking ad scares Americans sober
– Yle.fi 21.9. 2012
Background & goals
Fragile Childhood Campaign activities began in 1986 and today is an established campaign in Finland. The goal is to help children who suffer from parental alcohol misuse. Our brief was to promote discussion about responsible parental alcohol use in our society.
Finland has a long history of family problems caused by excessive parental alcohol consumption. It is a very controversial and current topic in Finland with a regular stream of cases being reported in the media.
Based on a recent study, one in four children in Finland experiences some harm or emotional disturbance during their childhood caused by parental alcohol abuse.
Tragic cases in the media emphasize the importance of the child’s point of view. Our objective was to make every parent consider their own alcohol consumption and the consequences of drinking around children, to talk about it and by doing so, drive behaviour change in the nation towards the desired direction.
Strategic element of this campaign is in the original use of social media to generate the sustained burst of publicity necessary to place the issue firmly on the public agenda (as there was no media budget).
We produced a piece of quality creative content built around a globally valid human insight (that behavior changes resulting from parental alcohol consumption can confuse, frighten and embarrass young children) and we used social media and industry sites to spread the content virally and provoke discussion in the media. In addition we interviewed politicians and influencers to get their point of view on the matter and created content for our national and international press releases and built media relations in various ways.
We know that the Finns and Finnish media are very sensitive about what others think and say about them. This is why we targeted our launch to an international audience to attract media interest in order to maximise the impact in our local market, to make news out of news.
As our cause and the film began triggering discussion on blogs worldwide the international media picked up the film and the massive number of news stories abroad were covered extensively for several weeks in major medias such as CNN, Huffington Post, CBS, NBC, RTL, MSN, Focus, RPP, Der Spiegel, BBC, LA Times, Gawker, LBB, Fast Company, Euronews to name a few. It was also widely featured in blogs and key advertising industry medias worldwide. All important finnish medias talked about the issue and keep doing so. We received over 9000 media hits in a month after launch. PR value of all exposure so far can be counted in millions of Euros.
We managed to create an international phenomenon which was one of TOP 10 most talked and shared topics in political and social category in 2012 based on Viral Video Chart!
The issue was firmly placed on the public agenda, media spending being 0 Euros. We started thousands of conversations and sparking discussions on our topic in the platform we created for the project and in media and social media forums.
Several governmental and NGOs around Europe have requested permission to use our campaign material in their national awareness programs.
Post launch the President of Finland Sauli Niinistö has agreed to become patron of the campaign and the issue has been debated in parliament.
Fraglie Childhood representatives were invited to talk about the child’s perspective in various medias, national and international.
Campaign film was picked up by YLE, Finlands’ national broadcaster to be aired daily for a week without charge.
The film was also selected for ACT Responsible's “One Minute of Responsibility” program and will be prominently featured (without charge) on the Euronews channel daily for 4 months. Euronews is Europe's most watched news channel which reaches daily over 5,4 million viewers. More than CNN International and BBC World news combined.
Youtube analytics tell us that the film has received views from every nation in the world.
- A-Klinikkasäätiö / Lasinen lapsuus
- Projektikoordinaattori: Janne Takala
- Planning & production
- Havas Worldwide Helsinki
- Creative director: Marko Vuorensola
- Copywriter: Annu Terho
- Art director: Marko Vuorensola
- Muut suunnitteluun vaikuttaneet tekijät: Paul Earl, Nina Myllyharju, Muusa Salminen, Timo Sundvik
- Film production
- Sauna @Grillifilms
- Executive Producer: Petteri Lehtinen
- Director: Mikko Lehtinen
- DOP: Jure Verovsek
- Editor: Anders Meinander
- Sound Design: Anders Meinander & Timo Anttila @Humina
- Music: Tuomas Kallio
- Post Production: Post Control
- Colorist: Marko Terävä
- Flame Operator: Sakari Raappana
- Service Production: Studio Arkadena
- Producer: Hana Kovic
- Facebook application production
- Barabra Oy