Our Response

War leaves scars that outlast the battlefield—echoing through generations. In Finland, it’s taken four generations to begin healing from the last war we experienced firsthand. So how do we ensure we never return to that cycle?

CMI works to prevent conflict before it starts. But in a world flooded with war headlines, people grow numb. We needed a message that would break through—one that’s powerful, respectful, and impossible to ignore.

Our ad shows a war veteran and a child—both bearing the same scar. One from a bullet, the other inherited. A striking metaphor for how trauma is passed down through generations.

The concept is empathetic, tasteful, and educational. It puts CMI’s mission—preventing war—at the center, while making the invisible cost of conflict visible.

Many people don’t know what CMI does, or that they can support it. This campaign changes that. It works across print, OOH, and social media—raising awareness and driving donations.