The Aftermath
How we reached crime victims when the world had moved on
The Challenge
Brottsofferjouren (The Crime Victim Support) needed to reach people who had been affected by crime - both direct victims and their relatives. The challenge was communicating with people in a vulnerable state, many of whom didn't know that support existed or felt too overwhelmed to seek help.
Traditional awareness campaigns often felt clinical or distant. We needed to create communication that acknowledged the complex emotions and chaos that follows in the aftermath of crime, while offering genuine hope and practical support.
The Strategic Insight
When someone becomes a victim of crime, the world keeps moving while their world stops. Everyone else returns to normal life, but victims are left dealing with trauma, fear, and confusion long after the incident.
Our insight: we needed to speak directly to that feeling of isolation and acknowledge the ongoing struggle, not just the initial incident.
The Creative Solution
We developed "The Aftermath" - a campaign that recognized the long-term impact of crime on victims and their families. The approach was empathetic, honest, and direct.
Instead of focusing on the crime itself, we focused on what comes after - the feelings, the chaos, the sense that life has fundamentally changed while everyone else's has stayed the same.
The Execution
Emotionally resonant campaign materials that spoke directly to victims' experiences
Clear, accessible information about available support services
Multi-channel approach designed to reach people when they were ready to seek help
Sensitive messaging that avoided re-traumatization while offering genuine hope
Focus on the ongoing nature of support, not just crisis intervention
Sven-Erik Alhem
Union President Brottsofferjouren Sverige
We hope that as many as possible will be reached by the campaign and carry with them that Brottsofferjouren is there for everyone who needs support
My Role
Creative Lead & Senior Art Director
Led strategic development of empathetic communication approach for vulnerable audiences
Developed "The Aftermath" concept that acknowledged the long-term impact of crime
Directed sensitive creative execution that balanced honesty with hope
Managed stakeholder alignment across victim support organizations
Oversaw campaign development with careful attention to trauma-informed communication principles