Naisten Linja
Who is responsible if no one responds?
Finland faces a hidden crisis of violence against women, while vital support services struggle with dwindling resources. To break the silence, the campaign brought the reality of unanswered calls into a place where silence feels unbearable: the cinema. The haunting activation transformed an invisible issue into a visceral experience, sparking public debate, mobilizing citizens, and pressuring decision-makers to act.
Starting point
Finland is the EU’s second-most dangerous country for women, with over half experiencing violence or threats, and 15 women killed annually by a partner. Naisten Linja provides free, confidential support to over a thousand women each year, but 63% of calls go unanswered due to insufficient resources. With demand rising and public funding cuts threatening its future, the campaign sought to raise awareness, drive donations, and pressure policymakers to act.
Approach
We brought these calls to an environment, where an unanswered call is awkward, unexpected and disturbing: the movie theater. We invited influencers and media to a premiere of a film about violence against women. Just before the film started, hidden phones and surround sound filled the theater with the cacophony of unanswered calls, moving from mild irritation to haunting silence before a question appeared on the silver screen: “Who is responsible if no one responds?”
Impact
The campaign sparked immediate impact: donations rose 167% compared to the previous year, helping sustain Naisten Linja’s critical services. Influencers organically amplified the message, generating over 300,000 impressions and driving further donations. By transforming silence into urgency, the campaign ignited public debate on funding cuts, pressured policymakers, and mobilized citizens to take action. What was once invisible became unavoidable—a rallying cry for accountability and change.
Awards
Collaborators
Awards
