Every fifth child in Sweden has its childhood marked by alcohol.
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How some things can hurt that bad, even though they aren’t visible. To see your parents or relatives turn into unpredictable strangers, incapable to provide the necessary security. To always come in second hand – after the bottle – creates invisible bruises that never quite heal. Today, half a million Swedes are risk users of alcohol. For every addict there is an average of about ten family members and friends affected. Trygga Barnen is a foundation created to help children, adolescents, parents, friends and relatives in families with addictions problems.
Advertising Agency: Fältman & Malmén + Draftfcb, Stockholm, Sweden
Creative Director: Magnus Fältman
Art Director: Ellen Ström
Copywriter: Viktor Olsson
Illustrator: Daniel Eriksson
Additional credits: Victoria Sydorw
Published: February 2013