A Powerful Finnish PSA That Portrays Drunk Parents As Scary Monsters

For a child a monster can be real.

Ad agency Euro RSCG Helsinki with Grillifilms, Sauna International & Studio Arkadena created Monsters, a powerful PSA that portrays parents who have been drinking as scary monsters in the eyes of their children. It was created for Fragile Childhood (Lasinen lapsuus), a campaign for kids that was established in 1986 as a resource for children of alcoholics.

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.

via Fast Company