The creative idea is a classic picture book for children, with one big difference. Instead of flowers, balls and teddy bears that all represent a safe and happy start in life, we've filled the pages with things that the children of war has to grow up with, such as tanks, blood, machine guns, land mines and barbed wire, to name a few.

Implementation

The book was sent together with more information on the subject to all the members of the Swedish parliament, including the prime minister, plus media stations and influencers.

Timeline

All the books were mailed in late april.

Placement

See implementation.

Scale

More than 400 books has been mailed.

• The campaign was instantly spread by news stations and seen on the morning show at TV channel 4, (400 000 viewers) and the daily newspaper Aftonbladet (3,5 million readers every day).

• Several members of the Swedish parliament shared the book on their social medias.

• In addition to the above the book reached more than 700 000 people on Facebook.