For Western people pregnancy is always happy news. The Finnish government has celebrated this beautiful happening since 1938 by donating a maternity package for every expectant mother. The package includes everything essential for the mom and baby for their first year. Finns are really proud of this product that has also gained attention on International level.

But what would a maternity package for an 11-year-old girl from developing country look like? To give our important issue more attention, we decided to use this beloved icon to create a totally different sort of maternity package: for an 11-year-old mother.

We invited all the main media influencers and bloggers on International Girl’s Day to a PR event where Arman Alizad, famous TV personality, launched the product that world shouldn’t need: A maternity package for 11-year-old mothers. Simultaneously we sent a press release to the mass media.

The package includes items like a "How to take care of your baby" picture book– because most under age mothers cannot read; a water bottle so that the young mom can at least once drink pure water; and the two boxes that work as beds for both the baby and mother, since they are most likely rejected by their families – or repurposed as coffins, since they both are at a huge risk of dying.

We launched a video in which the mood changes – bit by bit – to a darker tone. We encouraged media and people to talk about and share the

The result was that people in Finland really started to talk, share and care. We got the attention of all the lead media in Finland. The biggest non-commercial TV Channel even spontaneously ran our film on their own channels. Only the digital media reach in Finland was 6,020,376 people, in a country with just 5,3 million people.

Our engagement rate in Facebook alone was 71,55 %, and in Instagram, 58,15 %. People in Finland really started to talk, share and care.