Swedish children’s rights organization Bris is politically and religiously independent and aims to strengthen children’s and young adults’ rights in society. Bris hands out trading cards featuring Swedish idols to all sixth graders yearly. The cards remind them that their heroes used to be kids and tackled problems just like them.

If someone you admire shares their childhood problems, you find opening up about your own easier.

We let the idols lead by example. In the campaign “Nu bryter vi tystnaden”. We made videos where every idol told their personal childhood story in a straightforward and accessible way. The videos were mainly spread through YouTube, the sixth graders’ home turf. We made a teasing film to introduce the idols and draw people into the campaign. It ran on YouTube, SF Bio, and C More, among other places.

The hub of the campaign was brisidoler.se. Here, you can find all the idol’s personal stories.

The idol cards. Showing the idols as children and telling their childhood story.

To show their support, we invited people to change their profile pictures to pictures of themselves as kids. We were delighted to see politicians like Annie Lööf, Jonas Sjöstedt, Ylva Johansson, and Anna Ekström participate.

PR was essential to getting our message across, and we were happy to see so many media outlets write about the campaign.