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

Creative idea

EU's Transparency and Targeting of Political Advertising regulation banned Naisten Linja as political content from advertising domestic violence prevention. We found that the same platforms permitted product listings with identical text. Innovation here wasn't technological, it was structural. We reclassified the message as merchandise, moved from advertising infrastructure to commerce infrastructure on the same platforms, and solved a censorship problem through a transaction. The communication innovation: a helpline number that couldn't be broadcast became something people could buy, wear, and carry into the world.

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