Boys, boys, boys

Agency Network: 
October 2019


In 2018, only 7 percent of all reported sexual offenses in Sweden went on to trial. At the same time, 97 percent of the suspected perpetrators were men. The purpose of this ad is to show the injustice that affects almost 100 percent of those who are subjected to a sexual crime. Life for the perpetrator can continue as usual, often he is not even called for questioning. While the life of the victim may never be the same again. Amnesty Sweden works for increased resources for the police, better investigations and more reported sexual crimes that actually lead to prosecution. Plus increased support through the process for those who have been exposed and need help. The aim of the campaign is to raise public opinion and raise money for Amnesty's work.

Advertising Agency: Reform Act, Stockholm, Sweden
Film Production: Ingmar Sthlm
Producer: John Lissert
Director: Carl Bramberg
Client: Joanna Backman
Client Director: Mikael Arman
Copywriter: Martin Drejenstam Johansen
Art Director: Petter Törnqvist
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