All parents and media. Our objective was to make every parent consider their own alcohol consumption and the consequences of drinking around children and to talk about it. With a strong and thought provoking idea we aimed to change the way media, public and political influencers discuss about the topic towards direction that drives a change.

The Monsters campaign is a non-profit public service campaign that deals with a specific health issue affecting society i.e. Parental alcohol abuse.

As such it is not governed by rules and regulations regarding health and wellness advertising which in Finland are aimed at organisations promoting either a product or an issue around which they market products .

The only rules and regulations applicable to our campaign would be the general regulations applying to all advertising and communications campaign.

For a child a monster can be very real and close by.

In 2013 the Monsters campaign received acknowledgements from United Nations in New York and from the European Parliament by winning the Grand Prix due to it's achievements in creating global awareness on this important topic.

Finland has a long history of family problems caused by parental alcohol consumption. It is a very controversial and current topic in Finland with a regular stream of cases being reported in the media. Tragic cases bring home the importance of the child's point of view. Based on a recent study, one in four children in Finland experiences some harm or emotional disturbance during their childhood caused by parental alcohol abuse. Finnish teenagers aged 12-18 years shows that children think that their parents ought not to drink at home and that they are much nicer without alcohol.