These Ads Confront Swedish Parents With the Cyber Bullying Their Kids Experience

Phrases like 'Ugly Slut' Are Spelled Out in Smartphone Icons

By Alexandra Jardine. Published on Aug 21, 2017

Editor's Pick

Swedish anti-bullying charity Make a Change is confronting parents with the kinds of shocking words their children are faced with via cyber bullying in a print and outdoor campaign.

The ads, by DDB Stockholm, use smartphone icons to spell out shocking phrases like "ugly slut" and "kill your self," all messages that some teens have to deal with in their digital life. According to Make a Change, 20% of the children experiencing cyber bullying are considering taking their own lives and every third girl in Sweden has been subject to sexual harassment online.

The campaign features online, print and DOOH -- presumably, particularly targeting those parents who aren't necessarily digitally savvy themselves. Dennis Phang, Art Director at DDB Stockholm, says in a statement: "The purpose of the campaign is to increase knowledge of cyberbullying, give parents the tools they need to communicate with their children about the web as well as to engage more people to take action against cyberbullying."

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Aug 21, 2017
DDB Stockholm
Make a Change
President & Founder:
Christian Nordström
Head of Digital Education & Sponsoring:
Patrik Blomqvist
Head of Business Development:
Mikael Östling
Account Manager:
Katarina Bäcklund
Art Director:
Dennis Phang
Art Director:
Martin Runfors
Art Director:
Tove Andersson
Creative Director:
Olle Langseth
Graphic Designer:
Eddie Wernholm
Graphic Designer:
Marie Persson
Motion Designer:
August Håkansson

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.