The creative idea was to show the harsh reality of the Norwegian justice system: on one hand; the Norwegian prison ward is world known for the way we treat and follow up prisoners with the goal to rehabilitate them back into society. On the other hand; The victims of their crimes get no public help at all after having been violated. To get this message through, we got help from unlikely places; hard core criminals to stand up for the childrens victims rights. The worst guys, benefitting from the best prison ward system, standing up for the children.

We launched the film on he organisations FB-page, knowing from previous experience that their followers are good sharers and have a big network to share within. At the same time, we worked on getting other public figures within the field to share the film on their platforms. Parallell to this, we shared the film with Norways largest media house, VG, and managed to get the founder as the only guest in their daily actuality show, focusing on the case, her unique story and her mission. This helped spread the film further and faster.

Within only 48 hours, 20% of the Norwegian population had seen the film. And commented. And shared. Without any bought media. Not even sponsored FB posts.

We didnt manage to change the law, yet. Changing the law is not a quick fix. Nobody knows this better than the founder of Stine Sofies Stiftelse. She has pushed for change for 20 years. What she has learned during this time, is that she continiously has to reattract attention using different angels to turn heads, minds and politicians.