Cases 02.04.2026

Free from the cycle of violence – Naisten linja´s new brand film took the message across Finland

Creative content Creative content

Dagmar designed and produced a brand film pro bono for Naisten Linja that enters the world of those who experience violence – in a stopping but sensitive way. The multimedia campaign, launched in January, reached a wide audience nationwide.

Naisten Linja is a key actor in preventing violence against women and girls in Finland. However, information about the services does not reach everyone who needs help.

Naisten Linja needed a brand film that would speak directly to those who experienced violence. The aim was to strengthen the Women’s Line’s expert position and lower the threshold for seeking help.
Dagmar Creative was responsible for the conceptualization, script, cinematography and production of the brand film as a whole.

Spiral as the main theme of the brand film

Finland is one of the most violent countries in the EU for women. Violence often creeps into a relationship gradually, gradually increases and eventually erupts – until the cycle starts all over again. This recurring pattern was raised as the theme of the brand film.

In the fictional part of the brand film, the spiral was filmed from the perspective of the experiencer using a helmet camera. The aim was not to show the experiencer’s face or the violence itself, but the story is told through the experiencer’s observations, environment and soundscape in a stopping but sensitive way.

The fictional story was seamlessly combined with the documentary section of the film, which presents Naisten Linja’s range of services. The whole works together or separately, depending on the purpose of use.

The brand film was designed to be multi-channel from the beginning. Several channel-optimized content was versioned from the longer video so that the message would reach the target group effectively in different media environments.

January’s campaign gained wide national visibility

In January 2026, the new brand film received a full national multimedia campaign. In the spirit of pro bono, the campaign gained wide visibility on TV, in cinemas and in outdoor advertising around Finland. The target group was reached effectively through digital channels and social media.

In total, the campaign reached millions of gross contacts, most importantly those who need help the most.
The campaign was widely visible in different channels, but the most important thing for us was that the message reached those in need.