Escape Ends Here
Every year 14000 children flee to Sweden, but we neither see or know how their rights are being violated. Our mission from UNICEF Sweden was to get 15000 people to sign a petition; to make the UN Convention on the rights of the child a Swedish law.
To encourage people to sign a petition, we needed them to feel the problem, not merely understand it. When planning the campaign, one thing was clear: These children live as shadows in our society. And we had to find a way to cast light on their situation.
We projected moving light silhouettes of children on facades, on public places in Stockholm. They melt into the street environment with ghostlike perfection and got immediate reactions from by-passers, reactions that continued online. A conversation was started.
Through an emotional design concept, we got people to react and an earned media reach of 25 million people. 37 000 signed the petition to make UN Rights of the child a Swedish law during the campaign period. Today, the Swedish Government stated has made UN Convention on the rights of the child a Swedish law.