BACKGROUND: SOS Children's Villages is an independent organisation which has been working to meet the needs and protect the interests and rights of children since 1949.

TASK: To create a digitally centered campaign around Mother's Day, driving PR, online buzz and donations.

INSIGHT: Our consumer audience have grown blunt and the misery and agony of children far away feels distant and hard to relate to.

CONCEPT: So for Mother's Day we brought misery closer, to Sweden's everyday life, to the kids we meet every day. The kids we know and have grown fond of. We engaged eight celebrity moms*, ten of their kids, eight photographers with their own unique style and created forty-eight photos that transformed the adorable celebrity kids' reality into an alternate reality, where they'd been born somewhere else, with no mother and without a chance.

RESULTS: More than 10,000,000 media and online contacts (estimated net reach) throughout Mother's Day and the four days leading up to it. In short; 100% of our target group and beyond came in contact with the campaign and it stirred up debate and discussion as well collecting 100% more money on Mother's Day than previous year.

*Paula Uribe (celebrity blogger), Katrin Zytomierska (blogger & TV host), Annika Leone (Magazine Editor), Therese Merkel (singer), Desiree Nilsson (celebrity blogger), Jessica Almenas (TV personality), Tilde Froling (TV presenter), Anitha Schulman (entrepreneur)

On the Wednesday prior to Mother's Day (on a Sunday) we launched the campaign. First on the biggest Swedish evening paper Aftonbladet, focussing on online. As we had eight celebrities and 48 photos we could drop bits and pieces adapted for each media, blog etc throughout the days leading up to Mother's Day. The first wave of the campaign provoked an intense debate which was met primarily by the mothers themselves. By Friday the debate culminated and had accumulated massive presence in social, blogs etc so that when the actual Instagram campaign was launched on Sunday, one fake Instagram account at the time, the public was already aware of what it was and engaged in it.

More than 10 000 000 contacts (estimated net reach) throughout Mother's Day and the four days leading up to it. In short; 100% of our target group and beyond came in contact with the campaign and it stirred up debate and discussion as well collected 100% more money on Mother's Day than previous year, with a far smaller investment.