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A-Clinic Foundation’s Fragile Childhood

Sauna International, 5 years, 9 months ago

This new campaign from Finland promotes discussion about parental alcohol use

A-Clinic Foundation’s Fragile Childhood


Sauna International director Mikko was recently tasked with bringing a new campaign, titled ‘Fragile Childhood’, for The A-Clinic Foundation to life. 
Finland has a long history of family problems caused by parental alcohol consumption. It is a very controversial and current topic in Finland with a regular stream of cases being reported in the media and the involvement of all political parties in discussing the issue. “Tragic cases bring home the importance of the child’s point of view,” says Fragile Childhood’s Project Coordinator Janne Takala. 
Every adult should consider their own alcohol usage and of the consequences of drinking around children.  Research carried out in 2011 among Finnish teenagers aged 12-18 years shows that children think that their parents ought not to drink at home and that they are much nicer without alcohol. 
Emotive campaign film asks a challenging question 
“Fragile Childhood activities examine the use of alcohol from a child´s point of view. Every adult who drinks in the company of a child will not only set an example for a child but also influence how safe the child will feel at home,” says Finland´s Social and Health Minister Paula Risikko.
On 12th September Fragile Childhood published a new film called 'Monsters' to continue to raise awareness of parental alcohol abuse and promote the responsible use of alcohol in society.
Comment anonymously about the issue
Fragile Childhood activities are designed to encourage people to participate anonymously in discussion and to share their thoughts about responsible parental drinking on a dedicated platform:  Facebook / Fragile Childhood.
The campaign activities are also to highlight the fact that is still not widely understood how much harm parental drinking problems causes to children. For example, previous research has shown that every fourth Finnish child has suffered some harm because of its parent’s alcohol usage.
See the Fragile Childhood 'Monsters' film below:
'Monsters' has been planned and produced by Euro RSCG Helsinki & Grillifilms together with Sauna International & Studio Arkadena. Sauna International is based in London. Please contact Kojo Abban at for further enquiries. 

Advertising Agency: Euro RSCG Helsinki 
Creative director: Marko Vuorensola 
Copywriter: Annu Terho, Paul Earl
Art director: Marko Vuorensola
Account director: Nina Myllyharju Project planner: Muusa Salminen
Production Company: Sauna@Grilli Films 
Executive Producer: Petteri Lehtinen 
Director: Mikko
Production Coordinator: Mia Ekman
Service Production: Studio Arkadena, Ljubljana 
Producer: Hana Kovic
DOP: Jure Verovsek
Production Manager: Tina Pungartnik 
Production Coordinator: Urska Vardijan
1st AD: Tina Fratnik
Production Designer: Spela Kropusek
Make Up: Alenka Nahtigal
Rabbit Costume: Gregor Lorenci
Wardrobe: Monika Lorber
Casting: Ivona Ljubicic
Gaffer: Robert Oberc
Grip: Jure Jelovcan
Location Managers: Joco Zivc, Dragan Mladenovic, Tina Vojnic
Editor: Anders Meinander
Sound Design: Anders Meinander & Timo Anttila @ Humina 
Music: Tuomas Kallio
Post Production: Post Control 
Colourist: Marko Terävä
Flame Operator: Sakari Raappana
Digital production, facebook application: Barabra Oy