Agency Network: 
March 2010


The Fragile Childhood activity has begun in 1986 and has been established as
a well-known form of activity in Finland. Its goal is to help children who
suffer from parental alcohol misuse.

Print advertisement created by Euro RSCG, Finland for Lasinen Lapsuus, within the category: Public Interest, NGO.


I was shocked to hear that after only a couple of drinks my child doesn't know me anymore. In my own eyes I'm just starting to be tipsy, but Niko thinks I've become another person. Mama is gone and he's left alone.

Advertising Agency: Euro RSCG Helsinki, Finland
Creative Director: Marko Vuorensola
Art Director: Joonas Paloheimo
Copywriters: Annu Terho, Juha Koivisto, Vesa Multanen
Illustrator: Joonas Paloheimo
Additional credits: Paul Earl
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Highest Rated

trebreh's picture

the exorcist

Activity Score 2
atb2005's picture

For some reason, I love this one the most. It's very powerful. It's like the child has been "abandoned" or "forgotten" outside on the street, in the dark (while the parent's inside drinking)

Activity Score 13557
whatthefudge's picture

Really gripping.

Activity Score 1266
sold's picture

normal campaign

Activity Score 3305
f10.Sevilla's picture

I love the look, I think the message lacks something. Its like I was expecting a much better text in such a beautiful design.

Activity Score 59
Graphic Designer at Liga Evolution |


Emanresu's picture

Great series. While I am not crazy about the type, I do give kudos for the ads having more than three words of copy.

Activity Score 2148
Graphic Designer at Apparel design.
Marta Ibarrondo's picture

love the look. this one's my favorite. not crazy about way type is treated. also copy could be better.

Marta Ibarrondo
Activity Score 55
Creative Director
atb2005's picture

Someone's provided an English translation. I am sure the copy reads better in Finnish. We have similar "lost in translation" issues with other campaigns too.

Activity Score 13557
xcreativity's picture


Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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sirvan's picture

Nice art. But the copy is rambling.

Activity Score 29860


"I love some things, and don't love some other things."

pulchinela's picture

Great insight! The people won't stop drinking if they just do it. But if they have children maybe they will. I stopped smoking when I understood that my wife was pregnant. That is why I believe that this campaign will work little. Little because the drinking is a too bad vice.

Activity Score 1175
Garlos Sánchez's picture

Good art

Garlos Sánchez
Activity Score 47
Graphic Designer
everartz's picture

it feels little incomplete to me, although im in love with the art

Activity Score 7613
Art Director |

| everartz |

Tommy G.'s picture

Memorable ad.

Tommy G.
Activity Score 897
Graphic Designer at Job seeking
Adaddicted's picture

Great art direction.

Activity Score 3435
Art Director |


alexander_bickov's picture

Nice art

Activity Score 3279
franktrana's picture

Alcohol abuse is a well known problem in Finland, and the way these ads communicate is absolutely amazing. The agency could have gone a much simpler (as in bad) way.Fantastic!

Activity Score 99
Art Director at HK Advertisingbureau |

MJStinson77's picture

This entire series targets a great insight that anyone who has had a few too many can understand. A lot of people have no idea who they become after a few drinks. Nice work.

Activity Score 601
Copywriter at Erwin-Penland | | | wordjones

rolling.stone's picture

nice route

Activity Score 2741
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

trebreh's picture

the exorcist

Activity Score 2
alausa's picture

Bottle it up kid.

Activity Score 1420
Creative Director at Noah's Ark