Creativity

Dads, Be Very Afraid: Here's a Cautionary Tale About Your Own Behavior

Care Norway's PSA Has Gone Viral in Scandinavia

By Alexandra Jardine. Published on Dec 14, 2015

Editor's Pick

This PSA from Care Norway, the Norwegian branch of charity Care International, has gone viral in Scandinavia -- and you'll see why if you watch.

The five-minute film is a powerful and disturbing story, narrated from the point of view of an unborn baby girl, as a "Dear Daddy" letter. The girl explains how, as she grows up, boys will start to treat her badly; they'll call her "whore" and "bitch" and c***" in high school, she'll be raped at 21 and even her eventual fiance, a "nice boy" with a good job, will subject her to abuse.

The point of this is not just to highlight how awful men are, however -- it's to warn the father-to-be that his own behavior may effectively condone harmful actions in others. By not calling people out for using sexist language and making jokes about women, he's part of a culture that encourages abuse -- one that could have dangerous repercussions on his own child.

The Swedish version of the ad has been viewed over five million times since it launched in early December. It was directed by Jakob Ström through Tangrystan Productions, for Norwegian agency Schjaerven.

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About

Credits

Date
Dec 14, 2015
Agency:
Schjaerven
Client:
Care Norway
Creative:
Gry Sagvolden
Creative:
Jens Gundersen
Account Manager:
Knut Röse
Production Company:
Tangrystan productions
Director:
Jakob Strom
DOP:
Andres Rignell
Focus Puller:
Alexan Magnusson
Production Manager:
Henrik Bel Gaied
Producer:
Sarah Grey
Executive Producer:
Beate Tangre
Executive Producer:
Gry M Sætre
Editor:
Ola Ohlsson
Second Unit DP:
Ole Marius Elvestad
Location Manager:
Christian Rudheim
Colorist:
Sabina Törnberg
Sound:
Mattias Eklund
Focus Puller:
Christoffer Glans
Actress & Mobile Camera:
Johanna Louise Hügle
Composer:
Nina Hobert
Equipment:
Ljud och Bild Media
Casting:
Artistgruppen, c/o Jones och Fröken casting

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