BULLY MIRROR
CLIENT
Mannerheim League for Child Welfare (MLL)
TYPE OF CLIENT
Non-profit / Child Welfare Organization
CATEGORY
OUTDOOR, AI, SOCIAL
PROBLEM
15% of Finnish teens (15-17) experience cyberbullying, yet most parents remain unaware—digital abuse remains hidden behind screens.
IDEA
Install “Bully Mirrors” in malls that display real-time online bullying messages matched to viewers’ biometric profiles—letting parents literally see the abuse kids face.
STRATEGY
Transform empathy into action by confronting adults in public spaces across Finland’s three largest cities—using immersive tech to spark awareness, conversations, and community responsibility.
EXECUTION
Using facial recognition, AI, and real-time search data, the installation transformed viewers into animated child versions of themselves—then projected actual cyberbullying comments onto the reflection.
RESULTS
815K+
Social Reach
The experience sparked emotional reactions and wide organic sharing across platforms.
2.5M
Media Reach
National and international coverage amplified the campaign's urgency and visibility.
3
Cities Activated
Helsinki, Tampere, and Turku hosted mirrors in high-footfall malls, ensuring mass exposure.
1
Real-Time Algorithm
A first-of-its-kind tech filter mapped biometric data to bullying messages, personalizing impact.