Every year, Vodafone Iceland hosts a fundraiser for UN Women projects around the world. In the past few years, they've released a different color beanie every year bearing a "FO" badge, which stands for "Fokk Ofbeldi" (Fuck Violence). The problem was, the beanie was becoming a fashion trend in contrast to the work that UN Women does to fight gender-based violence around the world. 

Our answer was to enlist the wearer into the FO Army. We put a pledge in each benie that the wearer will stand up against gender-based violence wherever and whenever they encounter it. We recruited notable Icelanders from all walks of life, young and old, from pop stars to politicians to take a public stand, supported by captions saying why it was important to them. Icelandic photographer Saga Sig abandoned her signature colorful style demonstrate the concept. The concept existed entirely on Social Media. 

Creative Director: Daniel Bremmer. Creatives: Katarina Huber, Einar Lövdahl Gunnlaugsson, Haukur V Alfreðsson. Social Strategist: Júlía Skagfjörd Sigurðdóttir. Photographer: Saga Sig. Videographer: Logi Ingimarsson.