It's not too late 4.0

Bris knows that gang crime reaches children long before it appears on the streets, through social media feeds, online communities and glamorised content that many adults never see. Many parents worry about this but don’t always know what their children encounter online or how to start the conversation. This campaign focuses on adults, reminding them that it’s not too late to act and that they can play an important role in protecting children from criminal influence.

The fourth campaign in Bris’ long-term initiative It’s Not Too Late aims to make children’s digital reality more visible. A series of films released during the holidays shows how quickly a child can be drawn into gang-related content online, and how easily screens can create distance between children and the adults around them.

The campaign also offers practical support. A digital chain letter with simple advice designed to be shared in parent groups, emails and messaging apps. A dedicated landing page offers guidance on how to talk to children about gang crime, supported by ambassadors who help amplify the message nationwide. The campaign runs on TV, in public spaces through OOH, and on social media, targeting parents of teenagers across Sweden.