Strategy and idea awareness campaign for API Stiftung, Hamburg

Shaken Baby Syndrom is leading cause of physical child abuse deaths in many parts of the world. What to do about it? Telling young parents to stay calm when the baby is crying? Doesn't work. Our idea was not to stigmatize anger, but to move it away from the baby. Take a smoke, flip the kitchen table, smash your Laptop or just simply: leave. This campaign champions parents who didn’t walk into the kids room with looming anger. And probably just saved their baby's live.

The work was covered in german TV, news papers and online publications Bild.de, Sat1, Zeit Magazine, NDR, Hamburger Abendblatt and more.

Thanks API-Stifung for beeing such wonderful clients! Great honor to work with swedish superstars Kalle Haasum (Art Direction) and DOP Erik Wåhlström.