Finalist, Gullblyanten 2015
Finalist, Gullkalven 2015

This concept was developed for Velferdsetaten (Agency for Social and Welfare Services), which is part of Oslo City Council. They assist people in central Oslo who are struggling with drug addiction, and wanted to make people aware of their work. 

Our campaign aims to remind people that addicts are human beings too, and that there are many other things that define them besides their addiction. By adding or subtracting letters from condescending words often used about addicts, the words are given a new and positive meaning. For example, the Norwegian word for “dangerous” (farlig) becomes “father” (far) when the last three letters are crossed out. The campaign communicates the essence of the Agency’s work, which is seeing the person, not just their addiction problem, and providing them with the help they deserve.