UMO.se is a website for young people in Sweden with information about sex, health and relationships. We were asked to make a campaign on the topic of mental health and self-esteem issues (stress, anxiety, eating disorders, etc) targeted towards 13–18 year olds. We teamed up with Swedish doll animation superstar Petter Lennstrand, British Felt Mistress for the character designs and Swedish pop stars Patrik Arve (of Teddybears) and Britta Persson for music and vocals. Shot in January 2013.

Client: UMO.se
Head of Communication: Liselotte Nordh Rubulis

Agency: Kärnhuset
Planner/Project Manager: Erik Thorsén
Account Manager: Johan Henriksson
Art Director: Jakob Westman
Copywriter: Paul Martinsson
Production Manager: Felicia Helldén Rhodin
Webb developer: Johan Benjaminsson

Character Design: Felt Mistress
Louise Evans & Jonathan Edwards

Production: BLA Stockholm
Director/Producer: Petter Lennstrand
DP/Set Designer: Robert Komarek
Animator: Elinor Bergman
Post: Tomas Näslund

Music/Producer: Patrik Arve
Vocals: Britta Persson

Lyrics:
Awkward and off
Where do I go?
Hurting myself
Wish someone would know

All of this stress
Where do I go?
Feeling depressed
Wish someone would know

Haunted again
Where do I go?
In need of a friend
Wish someone would know

(But) here is a place
Where I can see
Pictures and words
from others like me

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