Media is becoming more sexualised and body fixated. This development leads to youngsters having poor self-esteem and thinking that they are not good enough. The purpose of this campaign was to spark a discussion regarding responsibility. We wanted people with media power to ponder on this. And we wanted the public to realise that there are responsible people behind everything they see. So we based the campaign on a series of questions about “Why” the people of these companies do what they do. People should be able to ask the questions personally. Therefore, telephone numbers or email addresses were always included.

The billboards and Internet campaign were supposed to be followed by TV ads in two national TV Channels. But, when the TV Channels realised that the campaign was criticising media, they refused to show them. So instead we put the ads on our website and bought media space of the biggest Swedish Internet community - provoking people to watch the ads the TV channels “didn’t dare to show”. We also suggested that the visitors of our site pass on the web address to others so they also could see the ads. As a complement to this we advertised in newspapers.