Situation: The campaign aimed to address the vulnerability of children to harmful online content, particularly during nighttime when parents were unaware of their online activities.

Brief: The campaign was tasked with creating an impactful initiative to raise awareness about child online safety concerns, prompt discussions on child online safety, promote the digital safety program of MLL and get more fundings for the organization.

Objectives: The primary objectives were to generate awareness, initiate discussions, and encourage parents to take proactive measures to protect their children online.

Impact: The campaign had a profound impact by utilizing digital billboards to shock the audience with real-time, disturbing content, creating a sense of urgency and concern.

Reach: The campaign reached a staggering 11.9million people globally, gaining coverage in 103 countries, and becoming a global conversation starter.

Engagement: It spurred significant engagement, including over 300 news articles and extensive social media discussions, highlighting the campaign's ability to capture and hold the public's attention.

Change in Behavior: Parents and guardians responded actively to the campaign, joining an educational program designed to protect their children online, demonstrating a tangible change in behavior.

Brand Perception: The Mannerheim League's brand perception experienced a positive shift, establishing it as a leading advocate for child welfare and online safety.

Achievement Against Objectives: The campaign not only met but surpassed its objectives, fostering widespread awareness and meaningful discussions surrounding child online safety.

For half a century, the Mannerheim League for Child Welfare has been teaching Finnish children how to swim. Now, it's time for both parents and the MLL to equip our children with the skills to navigate the digital current.

International studies indicate that Finnish children receive their first mobile phones at an early age, sometimes as young as 4-6 years old. In contrast, the European average is 8-12 years old.

Phones are often purchased by parents for their own sense of security, and occasionally, for status reasons. While parents generally have good intentions, they might not always realize the risks of exposing their children to potentially dangerous online environments when they give them phones without proper safety measures.

This is a pressing concern that MLL seeks to emphasize, urging parents to reconsider the necessity of providing their children with a mobile phone at such a tender age.

To provide parents with an understanding of the content their children might be spending time with, we mapped and identified the top 20 dreadful content topics being consumed in each area at that moment. Since each digital billboard is equipped with its own IP address and internet connection, we streamed the content live onto the respective area's billboards.