For a child a monster can be real. One in four children in Finland experiences harm during their childhood caused by parental alcohol abuse. The ‘Monsters’ campaign aimed to make all parents and media talk about the child’s point of view, and by doing so, drive behavioural change in the nation. The campaign received over 9,000 media hits in the month after launch, and PR worth millions of euros. It was in the top ten most talked about topics in the political and social category in 2012, based on the Viral Video Chart.
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