Post learned that 33% of young adults have experienced online abuse. Swedish Football Club AIK and main sponsor BenQ decided to create an educational programme that helps leaders, parents and young players deal with cyberbullying.

Our task was to bring attention to the programme.

The highlight reel is a familiar format for football fans. After AIK:s victory against Östersund IK, we released a slightly different highlight reel. Instead of the best plays, we picked situations where AIK players made mistakes. And instead of the usual commentary, we wrote a new script for famous commentator Niclas Jarelind. He was instructed to use literally the same explicit language that young football players had experienced first-hand.

The campaign was met with animosity at first. Some fans thought the release had been hacked. After a while, the online discussion matured and everyone realized they had been deliberately provoked to spark a debate on what language can be used online – or rather shouldn’t be used there. The campaign spread across the world, reaching soccer titans like Kicker and Soccer Bible, racking up a total of 46 M in PR value.

Awards
Gold – Swedish Content Awards
Silver – Resumé, månades idé
Bronze – Resumé, månadens PR
Bronze – Resumé, månadens content

Post
Patrik Sundberg – Project manager
Viktor Bolin – Creative Director
Viktoria Löwkrantz – Production & PR
Miquel Gallardo – Art Director
Carl Stuchly – Copywriter
Max Mohlin – Junior Copywriter
Erik Lokind – Video Editor (Spoon)

AIK Fotboll
Fredrik Söderberg – Vice club director
Max Bergander – Head of Core Values
Tobias Larsson – Director of Communications
Olle Östman – Design & Communications
Filip Wiklund – Communications

BenQ Nordic
Petter Adolfsson – Marketing and communications manager

discovery+
Niklas Jarelind – Commentator