AIK Fotboll – Football Lowlights
Based on real threats and abuses written by AIK Football's youth players, we created a new commentary track to shed light on online bullying among children and young people.
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33% of young adults have experienced online abuse. AIK Football wants that number to decrease. So together with their main sponsor, BenQ, they decided to create an educational program that helps leaders, parents and young players deal with cyberbullying. Our task was to bring attention to the program.
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Cyberbullying among children is a place hidden from adults. To achieve change, we must unlock this world and give parents, coaches and other adults an insight into what's happening there.
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The highlight reel is a familiar format for football fans. After AIK:s victory against Östersund IK, we released a slightly different highlight reel. Instead of the best plays, we picked situations where AIK players made mistakes. And instead of the usual commentary, we wrote a new script for famous commentator Niclas Jarelind. He was instructed to use literally the same explicit language that young football players had experienced first-hand.
