In collaboration with Hej Fonden, we created a film about children’s well-being in sports environments – and about where the responsibility really lies.

Hej Fonden works every day to help create safe and positive communities in sports clubs, where changing rooms, training sessions and everyday club life should feel like good places to be. They advise clubs, coaches and parents on how to build healthy environments around children and prevent bullying and exclusion.

The central message of the campaign is clear: bullying is not simply a problem between children. It is shaped by the culture and environment around them – and creating a safe, inclusive atmosphere is the responsibility of the adults.

The film shows a series of situations where adults, often without realising it, contribute to an unhealthy environment. By shifting the focus away from the children and towards the adults surrounding them, the campaign highlights how much responsibility – and opportunity – adults have to make a difference.