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Shaken Baby Syndrom is the leading cause of physical child abuse deaths in many parts of the world. What to do about it? Telling young parents to stay calm when the baby is crying? Doesn't work.
Our idea was not to stigmatize anger but to move it away from the baby. Take a smoke, flip the kitchen table, smash your laptop or just simply: leave.
Photography by genius Erik Wåhlström
Client: API Foundation
Agency: Kalle Haasum
Role: Art Director, Creative Director
ROLES: Creative Director / Creative / Art Director
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