How a non-profit fought the social media giants, armed with a bunch of t-shirts

Creative idea

Naisten Linja was silenced by the platforms their audience uses most. The PR response was to make the silencing the story. We turned the platform ban into a product launch, printed the censored messages on clothing, and let the irony travel. No press releases. No media partnerships. The story was self-evident: a helpline number that was too political to advertise was perfectly legal to sell on a shirt. Public and community relations happened because the contradiction was too clear to ignore.

Brand name: Naisten Linja
Advertiser / client: Naisten Linja
Product / service: Naisten Linja helpline
Campaign name: The Banned Collection
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Agency chief executive officer: Riku Vassinen
Chief creative officer: Riku Vassinen
Creative director: Ossi Honkanen
Art director: Antti Kaarto
Designer: Anssi Arte
Music: Epidemic Sound