For the first time, help reaches children inside their safest emotional space.

Work for Eurobest Young Creatives 2025.

The Team

My role: Creative; Strategist, Copywriter, Art Director

Partner: Aleksi Auvinen, Strategist

Client: L’Enfant Bleu

The Brief

Children experiencing violence rarely recognize what’s happening to them, let alone feel safe enough to speak up. Their emotions remain hidden in places adults never see. With 80% of victims never speaking out, and only 1% of calls for help coming from minors themselves, traditional outreach fails to reach those most in need.

L’Enfant Bleu’s challenge is to become a secret ally for these children: to offer support that is invisible, discreet, and always under the child’s control. The solution must meet kids exactly where they hide their feelings, inside private, unpublished digital spaces, empowering them to reach out safely, without fear of being discovered or judged. The approach must transform the act of asking for help from a risk into a lifeline, making support accessible even before children can fully name what’s wrong.

The challenge is clear: How can we help when kids hide their emotions even from themselves?

Our Response

For the first time, help reaches children inside their safest emotional space, saving thousands of lives.

Unpublished Emotions is the first child-protection campaign built inside CapCut, the world’s most popular video-editing app for young people, where children’s real feelings live, hidden in private drafts. Instead of public posts, children process their emotions in unpublished edits, free from adult oversight and social pressure. Our campaign launches CapCut templates that mirror common feelings among children experiencing violence, such as sadness or loneliness. These templates appear ordinary but contain hidden supportive layers and gentle messages, revealed only when a child comments on the template, checks the creator’s profile, or edits and exports a video. This allows L’Enfant Bleu to offer discreet help even to those who don’t realize they need it.

We partner with peer-trusted influencers who share their own mental health stories on TikTok, encouraging children to try the templates. The campaign naturally extends to other social media channels such as Instagram, Snapchat, Discord, and offline via QR codes in safe spaces, maximizing reach. By embedding support into the platforms and behaviors children already use, we make help accessible, invisible, and stigma-free, turning private digital rituals into a lifeline.