33% of young adults have faced online abuse.
AIK Football wanted to change that. To highlight their cyber bullying education program, we created an
unconventional highlight reel. Instead of showcasing great plays, we featured AIK’s mistakes—paired with real insults young players had received.
Renowned commentator Niclas Jarelind delivered the script, using the same explicit language kids hear online, exposing the hidden reality of cyberbullying in youth football.
