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.


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