FRIENDS
FRIENDS
FRIENDS
FRIENDS
FRIENDS
FRIENDS
Turning a simple gesture into a message against bullying.
ABOUT THE PROJECT
Friends is a Swedish non-profit organisation dedicated to preventing bullying and protecting children’s rights. It works with schools, sports clubs, families and policymakers across Sweden to promote safe, inclusive environments for children and young people. Friends provides education, practical tools and support to help prevent bullying and address harassment.
As children return to school, the start of a new term can be an exciting time, but for some, it also brings feelings of exclusion and not belonging. Together with United Influencers, Friends launched the Friendly Keychain campaign to raise awareness of bullying and encourage more people to take a stand for themselves and others. Through creator-led storytelling and a simple, tangible symbol, the campaign aimed to bring the conversation about bullying into everyday life and inspire positive action.
OBJECTIVES
Friends wanted to bring attention to bullying and encourage more people to take a stand against exclusion. The goal was to reach families through social media and communicate an important message in a personal, positive and relatable way.
STRATEGY
United Influencers developed a creator-led strategy focused on authenticity, relevance and meaningful storytelling.
INFLUENCER RESEARCH AND SELECTION
Five creators were handpicked based on their personal connection to bullying, exclusion or the importance of standing up for others.
AUTHENTIC CONTENT CREATION
Creators shared their own perspectives to make the topic relatable and encourage conversations around bullying and inclusion.
CLEAR CALL TO ACTION
The campaign centred on three simple messages “Säg hej. Säg till. Säg ifrån.” connecting awareness to everyday actions that can make a difference.
RESULT & CONCLUSION
The Friendly Keychain campaign brought Friends message against bullying into the everyday lives of families through creators who had a genuine connection to the topic. Sharing their own perspectives, the creators helped make an important subject easier to relate to and encouraged people to take a stand against bullying.
The campaign shows how the right creators can help bring attention to social issues in a personal and meaningful way. Sometimes, a simple gesture can make a bigger difference than we think.
As Benjamin, Project Manager at United Influencers, explains: “For us, it was never only about finding creators with the right audience, but about finding people with something genuine to say”. All performance insights related to this partnership are proprietary to the client.
For further inquiries, please feel free to contact us.