You hear what you want to hear
Kids With Single Moms (KWSM) is a Swedish NGO working to support children living with single moms under economic strain and other difficulties. KWSM’s focus is to create more positive childhood memories by facilitating and making the day to day life more enjoyable for both parent and child.
KWSM is dependent on donations and this campaign aimed to increase the knowledge of the organisation and increase donations.
Children under economic strain often create their own truth to protect themselves and their parents. Especially during the holidays when they, unlike other children, don’t know what to do when school’s out.
By using the stereo channels, we gave the listener the opportunity to hear both the childrens truth – and the reality. When listening in both earplugs, you get a feeling that something is wrong. But when listening in one earplug at the time, you hear both stories loud and clear.
(This is what you hear in the left audio channel):
My Christmas holiday, by Liam Nilsson: Oh no. Christmas break. Another holiday when we stay at home without anything to do. Mom is working so we can get some extra cash so I’m home alone with my younger brothers and sisters. Everyone else seem to have such a cozy christmas; christmas food, candles, christmas tree and presents. Mom is usually a bit stressed befor Christmas because there’s so much she would like to do for us, but I tell her it doesn’t matter. The most important thing is that we can be together. I wish for a pair of skates so I can skate with my buddies. But I guess that won’t happen. I keep that to myself though.
So much anxiety to meet my class mates and hear them talk about what they’ve done and what Christmas presents they got.
(This is what you hear in the right audio channel):
My Christmas holiday, by Liam Nilsson: Finally. Christmas break! Another holiday of relaxation and hanging out together. Mom and dad aren’t working so all of us stay at home; me, my brothers and sisters. Everyone have such a cozy time on christmas; christmas food, candles, christmas tree and presents. Mom and dad are usually a bit stressed before Christmas eve because there’s so much to prepare for us, but I tell them it doesn’t matter. The most important thing is that we can be together. I wish for a pair of skates, a new smartphone, video games. And I got it! I’m so happy i could scream!
It’s gonna be so much fun meeting my class mates after the holidays and tell them what I’ve been up to and what Christmas presents I got.
For children under economic strain, telling it like it is can be difficult. Help us create more positive childhood memories. Ensammamammor.fryshuset.se
Andrea Gezelius, Henrik Almqvist, Henning Wijkmark, Rachel La Chenardiere,
Patrik Reuterskiöld, Calle Dos Santos, Per Sundin, Henrik Häger
Account director: Annica Smith
Account manager: Mikaela Kaskal