Campaign details

Brand: The Norwegian Directorate for Children, Youth and Family Affairs (Bufdir)
Agency: Geelmuyden Kiese, Sande Fredin,and Hinda Fahre.

Client

The Norwegian Directorate for Children, Youth and Family Affairs (Bufdir).

Challenge

In Norway, four out of 10 girls have experienced sexually offensive hatred online. They communicate through closed groups in social media channels, where we don't have access.

Brief

What could a directorate do to influence 13- to 17-year-olds to take a stand against cyberbullying?

Idea

Hateful comments stick to your body, even if it doesn't show. We decided to bring these words to life - by painting them on to the skin of a famous YouTuber.