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. Mama is gone and he's left alone.
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
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