It's not too late

“It’s Not Too Late” is an initiative from Bris (Children’s Rights in Society) aimed at driving change and offering support to children affected by gang violence.

Launched in the middle of Sweden’s gang crisis, the first campaign was created and rolled out in just three weeks. Its core message: no child is ever too far gone to seek help. Bris provides that help free of charge and completely anonymously. To reach young people where they are, the campaign turned to TikTok. Trusted and familiar voices read real, anonymous stories from children shared with Bris. Each film ended with a powerful reminder: no matter what you’re feeling or involved in, it’s never too late to choose a different path. It starts with talking to someone.

The results were unprecedented: 53 million views on TikTok and a 60% increase in calls from children to Bris in 2023.Beyond the numbers, the initiative positioned Bris as the leading authority on gang violence in Sweden, sparking vital conversations and driving tangible societal change. The campaign has been widely recognized, winning Best Campaign of the Year at the Influencer Marketing Awards, along with honors at the Swedish Content Awards and 100-wattaren.