Swedish kids sit for an average of nine hours a day. That is way too much.

Kids that do sports and activate themselves on a regular basis have a reduced risk of getting physical and mental illnesses when they grow up, they get better grades, and create healthy habits for life.

In this campaign for sports retailer Stadium, we urged to help fight the passivity. For every clap-emoji we got, Stadium offered a generous bag of sports equipment for a first grade class. At the end of the successful campaign every first grade class in Sweden had been offered one.