June 18, 2014

Finnish alcohol awareness campaign awarded at Cannes

The Finnish film wants to show what children think of drunk adults and to encourage families to talk about alcohol use at home.
A-klinikkasäätiö

The A-Clinic Foundation’s film Monsters and its communications campaign are category winners in the Cannes Lions Health Awards. The competition is part of the advertising world’s top competition Cannes Lions, and it awards the best advertising and awareness campaigns in the healthcare sector.

The Finnish film competed in the category Education and Awareness. A total of around 1 400 entries from 49 countries participated in the Lions Health Awards.

The Finnish film wants to show what children think of drunk adults – in the film, children see drunk adults turn into scary monsters. The filmmakers’ objective was to encourage families to talk about alcohol use at home. The film was released in September 2012.

According to the A-Clinic Foundation, the film garnered a great deal of global attention and was covered in thousands of media articles across the world. On YouTube, the film has been viewed approximately three million times. In addition, it has been shown on various TV channels, such as Euronews and CNN.

“The global attention received by our campaign shows that the problem affects children and families in countries with different alcohol cultures,” says Janne Takala, Fragile Childhood activity project co-ordinator.

The film was designed by the marketing communications agency Havas Worldwide Helsinki and produced by Grillifilms. Havas Worldwide Helsinki is also responsible for the PR communications for the campaign.

The film is part of the A-Clinic Foundation’s Fragile Childhood activities. The Monsters campaign was carried out as part of the responsibility programme In the company of children. The programme’s partners are Alko, the Finnish Ministry of Social Affairs and Health, the National Institute for Health and Welfare, the A–Clinic Foundation, the Mannerheim League for Child Welfare and the Finnish Parents’ Association.

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