The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Background
Humans are social animals with an innate desire for attention. Social media effectively capitalizes on this need, which is why people love joining viral "challenges."
While some of these challenges are admittedly awesome and a fun way to be a part of something larger than yourself, many social media trends have proven to be dangerous or even deadly.
The Mannerheim League of Children Welfare is on a mission to ensure every child can have a happy and secure childhood, mentally and physically, so in order to fulfill this mission, the organization has set its sights on offering parents ways that help keep their children safe from potentially lethal social media trends.
Finland is a pioneer in information technology, with many companies bringing mobile innovations and fast internet connection as a part of the mainstream culture. Finns are proud of their role in developing these technologies, which has resulted in them becoming an integral part of Finnish culture. Due to this cultural impact, Finnish children are one of the youngest in the world to receive their first mobile phones and access to the internet. This also means that social media - with all the good and the dangers of it- comes into their lives at a very early age, making them extra vulnerable to potential dangers. This becomes apparent with the sad realization that in the past few years, multiple children have lost their lives while filming content and trying to attempt deadly social challenges.
While some of these challenges are admittedly awesome and a fun way to be a part of something larger than yourself, many social media trends have proven to be dangerous or even deadly.
The Mannerheim League of Children Welfare is on a mission to ensure every child can have a happy and secure childhood, mentally and physically, so in order to fulfill this mission, the organization has set its sights on offering parents ways that help keep their children safe from potentially lethal social media trends.
Finland is a pioneer in information technology, with many companies bringing mobile innovations and fast internet connection as a part of the mainstream culture. Finns are proud of their role in developing these technologies, which has resulted in them becoming an integral part of Finnish culture. Due to this cultural impact, Finnish children are one of the youngest in the world to receive their first mobile phones and access to the internet. This also means that social media - with all the good and the dangers of it- comes into their lives at a very early age, making them extra vulnerable to potential dangers. This becomes apparent with the sad realization that in the past few years, multiple children have lost their lives while filming content and trying to attempt deadly social challenges.
Creative Idea
The Lethal Trend Warning System is an algorithm-based alert service that identifies and alerts parents about locally emerging social media challenges via WhatsApp before they become viral. Social media data was at the heart of every aspect of the case, from the very execution of the service to the marketing of it.
IMPLEMENTATION: The AI-powered system developed for the service was linked to the API’s of social platforms allowing the system to process and analyze the social media data. With key parameters set, such as certain keywords and hashtags, the AI system would identify potential threats and cross-reference them with location-based data.
APPLICATION: The AI system is capable of processing millions of data points in real-time. To ensure fast and effective alerting of the parents before anything happens and after an identification of a threat, a message was sent via WhatsApp to the parents who had signed up for the service in the specific area.
IMPLEMENTATION: The AI-powered system developed for the service was linked to the API’s of social platforms allowing the system to process and analyze the social media data. With key parameters set, such as certain keywords and hashtags, the AI system would identify potential threats and cross-reference them with location-based data.
APPLICATION: The AI system is capable of processing millions of data points in real-time. To ensure fast and effective alerting of the parents before anything happens and after an identification of a threat, a message was sent via WhatsApp to the parents who had signed up for the service in the specific area.
Insights & Strategy
APPROACH: To promote the service we partnered with an influencer who experienced first-hand the harms of these trends. Niilo, a Finnish boy with dreams of becoming an influencer, passed away tragically due to taking part in lethal trends.
TARGET AUDIENCE: With the cooperation of Niilo's parents, we utilised his social profiles to promote the service. By using the audience optimization options - available by default on any social platform - we posted content targeting parents, invisible to children.
TARGET AUDIENCE: With the cooperation of Niilo's parents, we utilised his social profiles to promote the service. By using the audience optimization options - available by default on any social platform - we posted content targeting parents, invisible to children.
Execution
TIMELINE:
Conceptualization: October 2023
Tech Development: December 2023 to February 2024
Implementation: February, March 2024
Launching (Creative/Social Campaign/PR): March 2024
MEDIA CHANNELS: The project counts with a digital hub where parents can sign up for the warning system for free, available on desktop and mobile. A social campaign powered by the profiles of a youngster who died attempting a deadly challenge served as a communication channel to target parents.
SCALE: Site visits 700k/average per month.
A petition demanding social media giants make their platforms safer for children has gathered over 6000 signatures.
The Ministry of Education of Finland is planning to adopt the platform and promote it to other European countries.
Conceptualization: October 2023
Tech Development: December 2023 to February 2024
Implementation: February, March 2024
Launching (Creative/Social Campaign/PR): March 2024
MEDIA CHANNELS: The project counts with a digital hub where parents can sign up for the warning system for free, available on desktop and mobile. A social campaign powered by the profiles of a youngster who died attempting a deadly challenge served as a communication channel to target parents.
SCALE: Site visits 700k/average per month.
A petition demanding social media giants make their platforms safer for children has gathered over 6000 signatures.
The Ministry of Education of Finland is planning to adopt the platform and promote it to other European countries.
Results
15,7 Million Media Reach
8,011 Threats Identified and Warned
+300% Increase awareness
Site visits 700k/average per month.
A petition demanding social media giants make their platforms safer for children has gathered over 6000 signatures.
The Ministry of Education of Finland is planning to adopt the platform and promote it to other European countries.
Niilos story video: Organic on Instagram 180k views, over 3,000 likes,
Ad Reach 132k, 40k watched the video at least 15s (7.5k watched the whole video).
Social content: Organically seen on Instagram by over 80k +
paid reached +100k people, of which 28k watched the video for at least 15s. Increase Instagram followers by 11%.
Over 700,000 contacts were reached through pro bono influencers.
8,011 Threats Identified and Warned
+300% Increase awareness
Site visits 700k/average per month.
A petition demanding social media giants make their platforms safer for children has gathered over 6000 signatures.
The Ministry of Education of Finland is planning to adopt the platform and promote it to other European countries.
Niilos story video: Organic on Instagram 180k views, over 3,000 likes,
Ad Reach 132k, 40k watched the video at least 15s (7.5k watched the whole video).
Social content: Organically seen on Instagram by over 80k +
paid reached +100k people, of which 28k watched the video for at least 15s. Increase Instagram followers by 11%.
Over 700,000 contacts were reached through pro bono influencers.
2025 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Helsinki / Helsinki
Production Company
Inuits / Helsinki
Chief Creative Officer
Alex Pineda
Creative Director
Joni Furstenborg
Designer
Hanna Karlsson
Editor
Anssi Mahlamäki
Producer
Valeria Mikkonen
Content Strategist
Noora Eskola
Senior Copywriter
Tuomas Perälä
Earned Creative
Jukka Raittila
Earned Creative Director, Eleven
Paula Sonne
Head of Digital
Sampo Pihlaja
Junior Planner & Comms
Emma Pettersson
Senior Developer
Lewis Jackson
Related Awards
