Unicef adapted Stockholm to fit children. With billboards hanging at their height, little park benches, little stairs in front of ice cream stands, cushions at cinemas (to elevate the children) and a cinema announcement. The way we used the media became a simple metaphor for what Unicef does around the world – help children.

The idea of the campaign is now being launched in Moscow in a cooperation between Unicef and a large retailing company. It is also being implemented on a large scale in two municipalities in Sweden, as an initiative by the local politicians.