The five-minute film is a powerful and disturbing story, narrated from the point of view of an unborn baby girl, as a Dear Daddy letter. The girl explains how, as she grows up, boys will start to treat her badly; they'll call her whore and bitch and c*** in high school, she'll be raped at 21 and even her eventual fiance, a nice boy with a good job, will subject her to abuse.

The campaign started on 25 November 2015.

The film was published on Facebook and Youtube as well as some free placement in various media. With zero media budget, we had to make the campaign as digital as possible and facilitate optimal sharing. We chose to use the hashtag #deardaddy consistently throughout the campaign.

When the campaign began to spread, we produced versions in Swedish, Spanish, German, Italian, French, Polish and Mandarin.

We received several requests to make censored versions without using offensive words, but we chose to reject these.

It came several of pirated copies out in the market. Instead of deleting them, we let them be after quality-assured content. Spreading the message is more important than who is behind the campaign.

The aim of the campaign was to create a change of attitude and debate.

Because of support from Norad (Norwegian Agency for Development Cooperation), we have not been able to capitalize on other parameters.

The campaign has created great commitment including public debates, shares and comments in countries like South Korea, Lebanon, USA, Germany, - in all continents.

The film has so far been viewed more than 170 million times and it keeps traveling all over the world.

The film has been used by schools, prisons, NGOs, as an educational tool. It has even become a theater play.

It has become one of the greatest viral advertising successes in world history.

But more importantly, we have taken a step towards a better future.