During the past year, we’ve helped the children’s rights organisation Friends clarify and sharpen their brand. Now, we’re launching our first campaign together, starting with a call for adults to be more present in children’s lives and to mobilise for a friendlier world.
Today, more than fifty percent of Swedish children have been bullied, offended, or subjected to violence or threats at school or online. But we also know that many people want to change this; they just don’t know how or where to begin. That’s why Friends is transforming its brand to become more of a movement. Because with more adults actively engaged in children’s safety, we can win the fight against bullying.
”In Sweden, 6 out of 10 children are exposed to bullying, violence, threats or harassment at school or online.”
— The Friends Report, 2025

In a time when so much in the world seems to be heading in the wrong direction, it’s easy to feel discouraged. But as a movement, Friends can bring hope and focus on solutions.
”A friendlier world” is a purpose-driven concept that shows how you, I, and all other adults can make a real difference in children’s lives: through our actions, through our presence, or by joining the fight against bullying. The campaign highlights the positive impact we can have. Right here, right now, and in a broader, long-term perspective.
The campaign is structured in three phases to build emotional support, rally people around the cause, and drive tangible action. At the heart of the campaign is the film “Alla är här” (“Everyone Is Here,” directed by Danish filmmaker Naghmeh Pour), which underscores the difference adults can make in ensuring children’s safety.
”5 out of 10 children who are bullied lack adults who care about them.”
— The Friends Report 2025
In the mobilization phase, we aim to engage more people in the fight against bullying by encouraging them to sign up and show their support. The final phase focuses on raising funds to build a stronger movement.
To spread the message and activate the campaign, Friends has mobilised its partners, media sponsors, and ambassadors. They contribute media space, communication channels, and internal engagement. The campaign will appear on TV, in cinemas, on digital out-of-home screens, radio and podcasts, posters, and across digital and social channels.
