Bris

Nu bryter vi tystnaden

Background

Swedish children’s rights organization Bris is politically and religiously independent and aims to strengthen children and young adults' rights in society. Every year Bris hands out trading cards featuring Swedish idols to all sixth graders. This is to show them that their heroes used to be kids and tackled problems, just like they do now. This way Bris can show kids and young adults that they’re not alone in feeling like they do. This doesn’t make everything okay, but it helps kids understand that it’s normal to need someone to talk to – and that they can always turn to Bris. And that’s a great start.

Insight

If someone you look up to share their childhood problems, you find it easier to deal with your own. And talk about your own experiences.

Solution

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 straight forward and accessible way. The videos are mostly spread through YouTube, the sixth graders’ home turf.
To introduce the idols and pull people into the campaign we made a teasing commercial. It ran on YouTube, SF Bio and C More among others.

The hub of the campaign was brisidoler.se. Here you could find all the idols personal stories.

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

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

Because we created good and relevant content many media outlets choose to share and write about the campaign.