Fragile Childhood PSA Transforms Alcohol-Abusing Parents (Literally) into Monsters

Fragile Childhood - Monsters

Lasinen lapsuus (Fragile Childhood) is a Finnish non-profit launched in 1985 to help encourage parents to take responsibility and understand how their drinking habits affect their children. The organization notes that previous research has shown that 1 in 4 children have suffered harm because of their parent’s alcohol issues.

All of the young actors in this unsettling PSA do a great job conveying fear. Even on the crowded streets, playgrounds or restaurants, the children are the only ones who can really see the Monsters that are their parents become when they abuse alcohol. For a child, a monster can be real.

Monsters was created and produced by Euro RSCG Helsinki & Grillifilms together with Sauna International and Slovenia’s Studio Arkadena.


World Alzheimer’s Day App Erases Your Facebook Timeline For a Day

World Alzheimer's Day

On September 21, Facebook users will have the chance to raise awareness and support of World Alzheimer’s Day by having their Facebook timeline’s temporarily erased. All that will remain is the message, “Imagine your life without memories. For 36 million people living with Alzheimer’s disease, this is reality.”

The experience hopes to demonstrate to Facebook users how it feels to have their memories taken away. But, unlike the estimated 36 people who suffer from Alzheimer’s disease and dementia worldwide, Facebook user’s timeline of memories will reappear unaffected at the end of the day.

To find out more about the Alzheimer’s disease and dementia visit the Alzheimer’s Disease International website.

The campaign was created by Ogilvy Group Belgium.


The Stand Up Kid Shows that Mental Illness is Not a Joke

Time to Change - Stand Up Kid

This week Time to Change has launched ‘The Stand Up Kid’, a short film aimed at stamping out the stigma of mental illness faced by young people in the West Midlands of England.

In the clip, a teen named Michael returns to sarcastic comments and barbs from the teacher and classmates, after being away for two weeks. As class begins, he literally stands up on his chair and starts off a routine with “How many teachers does it take to change a lightbulb?” The jokes turn much darker as Michael begins to reveal his battle with depression.

New research posted on the Time to Change website states:

Nearly one in ten young people in the West Midlands think that classmates with a mental health problem should not be at their school. The same proportion of respondents in the survey also feel that they would stop being friends with a peer who had a mental health problem.

Time to Change is a campaign run by the leading mental health charities Mind and Rethink Mental Illness.

The ad was created by Dare London, and directed by Tony Barry for Sonny.


St. John Ambulance Promotes First Aid Training with Dramatic ‘Helpless’ Ad

St. John Ambulance - Helpless

First aid training organization, St. John Ambulance has launched a dramatic new ad in the UK, with a short film titled ‘Helpless’. The video follows the story of a man’s battle with cancer from diagnosis through to recovery, but there’s a unexpected ending to the ad.

Why Cancer? Over 140,000 people die each year from cancer, the same number of deaths that could be prevented with proper first aid training. More information can be found on the St. John Ambulance website.

A statement on the website reads:

“The main reasons people do not learn first aid are because they think it is too time consuming or it is simply not a priority for them. 41% admit that it would take something as severe as the death of a loved one to make them learn first aid.”

Have you taken a first-aid course? Courses across Canada are listed on the St. John Ambulance Canada website.

The haunting music in the film is ‘I’m in Here’ by Australian artist Sia.

The ad was created by BBH London, and directed by Benito Montorio of Blink.


Topless Female Trampolining Raises Awareness of Male Breast Cancer

Topless Female Trampoling World Championships

Lars Larson (Irish-actor and MCAC-ambassador Chris O’Dowd), may have the worst Swedish accent in the world, but in his role as Health & Safety Officer of the Topless Female Trampolining World Championships, Lars may just have the best job in the world.

And, while these Championships may be fictional, it may not be too late to start campaigning for topless trampolining to be included in the 2016 Summer Games in Brazil.

The campaign’s real goal is to raise awareness of breast cancer in men, and was created by UK non-profits MCAC (Male Cancer Awarness Campaign) and CoppaFeel.

While breast cancer is relatively rare in men, 300 men in the UK, 200 men in Canada and about 2,190 in the US will be diagnosed with the disease.


Every Beat Matters: OneRepublic Records Song Inspired by the Real Heartbeats of Children

Every Beat Matters - OneRepublic releases song inspired by the heartbeats of children

Every year about 7 million children die before their 5th birthday, mostly from preventable and treatable causes, including pneumonia, diarrhea and newborn complications. Save the Children and Ad Council’s Every Beat Matters campaign uses the power of music inspired by children’s heartbeats to give Americans new ways to help millions more children survive.

At the center of the campaign is ‘Feel Again’, a new song written and recorded by OneRepublic, inspired by the heartbeats of children recorded in Guatemala and Malawi.

‘Feel Again’ can be purchased for $1.29 on iTunes, with proceeds benefiting Save the Children’s Every Beat Matters campaign.

Visitors can help spread the word by tweeting a heartbeat, or by creating an special heartbeat portrait from your Facebook profile pic. The portraits are made up of a visualization of each child’s heartbeat. Seeing their faces and hearing the sound of their strong individual heartbeats really triggered my emotional response.

The campaign was created pro bono by ad agency BBDO, New York, and filmed by Academy Award-nominated directors Sean and Andrea Fine.


Rovio Support ‘Freddie For A Day’ with Freddie Mercury Angry Bird

Freddie Mercury - Angry Birds

Wednesday, September 5 marks the third annual ‘Freddie for a Day‘ fundraising event. The event was created by Liz Swanton, web editor of the Mercury Phoenix Trust, the charity founded in 1992 by Queen members Brian May and Roger Taylor and manager Jim Beach to raise money to fight AIDS. Fans are encouraged to don a mustache and dress up like Freddie, and recruit friends, family and co-workers to sponsor their effort.

To help raise awareness and funds for ‘Freddie for a Day’, Angry Birds developer Rovio Entertainment have transforming the flamboyant frontman into a bicycle-riding Angry Bird. ‘Freddie-bird’ has been animated to the tune of ‘Bicycle Race’, Queen’s double-sided hit with ‘Fat Bottomed Girls’ in 1978). The song was infamous for it’s promotional video featuring dozens of nude women riding bicycles around Wimbledon Greyhound Stadium (a foldout poster of the event was included in the sleeve of the ‘Jazz’ album).

Rovio is releasing limited-edition Freddie Mercury Angry Bird T-shirt, and making it available in the Angry Birds and Bravado online stores. A portion of the proceeds will be donated to the Mercury Phoenix Trust.

Last year at this time, I posted about Google’s elaborate Freddie Mercury doodle in honour of his 65th birthday.


Comedians Use Laughs to Battle Malaria at’s Malarious and Malaria no More present Malarious and charity Malaria no More are teaming up to raise money for the fight against malaria by launching Malarious, a collection of 24 videos featuring an eclectic collection of comedians, actors and at least one competitive eater. But to watch the videos, you must contribute at least $1 to the Malaria no More – once your payment has been confirmed you’ll receive a personalized link that will unlock the clips.

The short clips include Malaria No More supporters such as Reggie Watts, Rainn Wilson, Penn & Teller, Ed Helms and many more. I highly recommend you pay enough to watch all the videos, including my favorites ‘Joss Whedon’s Bad Malarious Ideas’, ‘Nick Offerman’s Slam Poem To Bacon’, and especially ‘Ellie Kemper criticizing Puppies’.

Be forewarned folks, even though the campaign is for a great cause, the videos contain enough NSFW themes and language to (as they say on the TV) offend more sensitive viewers.

For more information on the organization’s work to battle malaria visit


Wobbly Table Stunt Raises Awareness of Parkinson’s Disease

Shake it Up Foundation

Here in Canada there are nearly 100,000 people living with Parkinson’s, while in the US, at least 500,000 are believed to suffer from the disease. Unfortunately these figures are expected to increase as the average age of the population increases. In Australia, Clyde Campbell (who was diagnosed with Parkinson’s in 2009) launched the Shake It Up Foundation in 2011 to promote and focus on Parkinson’s research, where one in 350 people are affected by the disease.

On April 11, World Parkinson’s Day, Shake It Up Foundation volunteers placed 1,000 wooden door wedges under tables in cafés and restaurants around Sydney. As people sat down at the wobbly, shaky tables they experienced an example of one of the symptoms of the disease (thank goodness no one spilled hot coffee in their lap).

The wedge was printed with the message, “It’s more than just the shakes”, and then when flipped over read, “Thirty Australians are diagnosed with Parkinson’s disease every day. But thousands more are affected, from family to friends. You can help stop it at”.

[via mUmBRELLA]


Toronto Humane Society & Rethink Canada Partner to Keep Dogs Safe

Toronto Humane Society Dog SafetyToronto agency Rethink Canada has launched a campaign with the Toronto Humane Society to not only raise awareness of dogs dying from heat exhaustion when left in cars, but to offer solutions and warning systems for people who travel with their pet.

Of course, the best solution is to simply leave your dog at home, or have someone stay with the dog in the vehicle while necessary errands are done.

The first project in the campaign is the PSA embedded below. The ad drives people to, a web and mobile web-friendly site that uses geolocation to find stores and businesses near you that allow dogs. Next up is the launch of ‘Doggy Havens’, areas where dog owners can have Toronto Humane Society volunteers watch their pooches while they shop or run errands.

Finally is the development of the ‘Dog Caller’ (pictured above right), a dog collar containing a thermistor sensor and code chip that will alert an owner’s smartphone when the temperature reaches 26.5 degrees. The goal is for the collar and app to be available to the public in early 2013.

[via Strategy, the Star]