The non-profit Friends conduct a vast amount of research about bullying every year, which results in The Friends Annual Report. The 2020 report found that 40% of all children and teenagers in Sweden had been bullied online. And, nearly half of them had never told an adult about it. Years of research has also shown that adults taking action is absolutely essential if bullying is to be prevented. But, for that to happen, adults need to be aware of the bullying. Awareness is the first step towards action.

Therefore, Friends together with Ocean Outdoor sought to reveal the hidden cyberbullying to all adults. Authentic notifications from bullied children’s hidden screens were streamed to thousands of public screens, all over Sweden. The notifications popped up on top of the regular advertising, giving adults a glimpse of an unknown reality, and the awareness needed to act.