Stockholm City Mission highlights a reversal of fortune

This two-and-a-half minute film from Stockholm Stadsmissionen [Stockholm’s City Mission] is an emotive story of how the economic downturn can push people down paths they would never otherwise have trod.

Stockholm City Mission is a 150-year-old Swedish private institution which oversees homeless shelters and has created this campaign to show how they are fighting for the children and families affected by the economic downturn, and to encourage donations.

Created by TBWA Stockholm and directed Farzad Farzaneh through Giants & Toys, the powerful story, called Before it’s Too Late, shows that the consequences of financial distress for children are often long-lasting.

"We all need to realise how important it is for society to come together to support the parents and children who are currently hit the hardest," said Lotta Sydäng Melin, Campaign Project Manager at Stockholm City Mission. "It's not about enduring for a year until it passes; too many families simply lack the margins. Many children's lives are at risk of being marked by poverty and insecure living conditions for a long time to come."