Lasinen lapsuus / Fragile childhood

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  • "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. Mom is gone and he's left alone."

    Fragile childhood.

  • "It's hard to believe, how my son sees me after
    a couple of glasses of wine. I'm not fun, cheerful
    and social like I thought I would be, but rather
    like a disgusting wino. Oskari is ashamed of me
    and misses the person I really am."

    Fragile childhood.

  • "I heard the shocking truth about my drinking
    from my daughter. After a couple of beers
    she thinks I'm a scary old man. Daddy has
    disappeared and Jenni has been left alone."

    Fragile childhood.

  • 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.

    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
    Published: March 2010