Bufdir’s change of heart

If your goal is to create an emotional response in Norwegian men, then suggesting they swap football teams is probably a good place to start. 

Bufdir, The Norwegian Directorate for Children, Youth and Family Affairs, adopted this exact tactic to craft a sensitive campaign that'll warm the hearts of even the most committed football fans. 

Titled The Unthinkable Transfer, the film was designed to connect with the country's male population (who belong to more supporter clubs for English football teams than to all Norwegian elite teams combined), by portraying a soon-to-be father doing the unspeakable to help a foster child feel at home. 

It was created in collaboration with Oslo agency Atyp, in response to research by Bufdir that indicates men are less inclined to become foster parents, aiming to encourage their active involvement in this crucial role.