Objective: Help Fragile Childhood keep the topic of Parental Alcohol Awareness on the public agenda: For discussion in the media, in government and at home.

Strategy has been to create impactful and engaging content, seed it to the media to generate coverage. Campaign success is measured by the amount of coverage the issue receives. Finns and Finnish media take great interest in stories about the country in the foreign media so the seeding was tactical and global to generate foreign interest and boost local coverage.

The content followed our insight based on a global human truth; parents have choices, children don't.

Without media budget The Orphanage generated massive coverage through newsmedia, blogger seeding, pressreleases, socialmedia and forum participation. Celebrities endorsed the campaign and major TV broadcasters ran the film at no cost.

We have secured fresh funding to continue the important work of the organisation for years to come.

Identifying the insight that "parents have choices whereas children don't" led us to the thought-provoking question "Children can't choose their parents - but what if they could? "

We developed an engaging film around this to highlight the child's point of view and seeded it to selected media around the world, including news media, marketing industry, bloggers, social media platforms, and social and political forums. We monitored these closely sharing comments and coverage to further the viral effect.

In Finland we encouraged people to share their experiences on the organisation's web and Facebook pages.

During first weeks of the campaign the film received over a million organic social media views including the likes of Youtube and Facebook.

VIEW CASE ENTRY SITE HERE: http://bit.ly/1GHXGBT

After the launch (30.9.2014) it has generated well over 300 Million confirmed News Media impressions by April 2015. (Source: Meltwater News). Documented results can be found in supporting materials.

Film earned high profile endorsements from celebrities like hollywood superstar Ashton Kutcher. Generating impressive amount of engagement and visibility.

50 airings by YLE, the state broadcaster (like BBC in UK.)

Daily airings for 4-5 months between April-August 2015 by EURONEWS.

Both free of charge.

Continuous stream of news articles and interviews in major media outlets in Finland; press, online, radio and TV.