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

Creative idea

EU's TTPA banned Naisten Linja's domestic violence prevention ads as political content. We found that the same platforms permitted product listings. We designed a streetwear collection printed with the banned messages, listed it on Meta and Microsoft commerce, seeded it with 12 influencers, and let the contradiction do the rest. The campaign ran across paid social, earned social, influencer, press, merchandise, e-commerce, and broadcast television. All this from a single structural insight and a €330 budget.

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