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Top 6: May 3rd 2023
Finland’s largest child welfare organization published an outdoor ad campaign to remind parents and adults of the content children see when browsing their phones, especially at night. … read more The campaign consisted of billboards disguised as a child’s screen recording, a continuous stream of disturbing and violent images, including cyberbullying and war. Highlighting the harsh reality that children can face on their phones, the ads were displayed only at night in Helsinki, Finland, because that is when children are most likely to use their phones without adult supervision. The aim of The Mannerheim League for Child Welfare’s campaign is to support parents in media education for children. According to a Pew Research Center survey (2020), a majority of parents of children aged 11 or younger are concerned that their child is being exposed to inappropriate content online. 59 percent of US parents were concerned about their child accessing violent content online, and 56 percent were concerned about their child being bullied or harassed online. TBWAHelsinki, the creative partner in the campaign, discovered an approach that allowed drawing attention to the time of day, when children are most likely to use their phones without adult supervision or support. Thus, the outdoor ads are visible only at night.
read less...Markus Nieminen – Vice President, Strategy & Content
Paula Sonne – Head of Communications and PR
Hanna Karlsson - Designer
Tiia Rahkonen – PR Producer
Emma Pettersson – PR and Insights Trainee
Niko Hatara – Executive Producer & Head of in-house productions SCREEN
Leena Poutanen - Director of Communication and Fundraising
Paula Aalto - Head of School Cooperation and Digital Youth Work
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