Fragile Childhood Campaign activities goal is to help children who suffer from parental alcohol misuse. Our brief was to promote discussion about responsible parental alcohol use in our society.

Finland has a long history of family problems caused by excessive parental alcohol consumption. It is a very controversial and current topic in Finland with a regular stream of cases being reported in the media.

Based on a recent study, one in four children in Finland experiences some harm or emotional disturbance during their childhood caused by parental alcohol abuse.

Our objective was to make every parent consider their own alcohol consumption and the consequences of drinking around children and to talk about it. We aimed to change the way media and public authorities discusses about the topic towards direction that drives a change.

Strategy is in the original use of social media to place the issue on the public agenda. Finns and Finnish media are very sensitive about what others think and say about them. Based on this knowledge we directed our campaign to international medias instead of communicating through conventional, local channels.

We produced creative content built around insight that behavior changes resulting from parental alcohol consumption might turn parents into strangers in the eyes of a child and used social media and advertising industry sites to spread the content and provoked discussion in media through various press releases about our topics exposure, exclusive interviews with selected medias and other supporting activities specially using social media.

We produced creative content built around insight that behavior changes resulting from parental alcohol consumption might turn parents into frightening or disturbing strangers in the eyes of a child. We used social media and advertising industry channels to place the issue on the public agenda as there was no media budget and provoked discussion in media and in public forums.

Media in Finland which is overloaded with messages about tragic cases of child safety and alcohol misuse. People are becoming jaded towards the issue and PSA’s in general. Key finding for us is that media and people are cautious on any issue that is debated outside of Finland about the nation. These cases are widely discussed in and outside the media.

We produced a piece of quality creative content and submitted it into few advertising industry channels and supported these activities with selected press releases and supporting activities.

All key medias around the world picked up the cause and made stories around it. Issue was heavily debated in those medias discussion platforms.

Over 9000 media hits in one month after launch. PR value of all exposure can be counted in millions of Euros.

TOP 10 most talked and shared topics in political and social category in 2012 (Viral Video Chart).

Governments and NGOs around Europe launched our campaign material in their national awareness programs.

President of Finland agreed to become a public patron of the campaign. Fragile Childhood representatives were invited to talk about child’s perspective in various medias, national and international.

Film was picked up by YLE, Finlands’ national broadcaster to be aired daily for a week without charge. Film was/is featured without charge on Euronews channel daily for 4 months.

Youtube analytics tell us that the film has received views from every nation in the world.