THE NOT SO GOOD COUNTDOWN
| Title | THE NOT SO GOOD COUNTDOWN |
| Brand | THE SWEDISH RED CROSS YOUTH |
| Product/Service | CHARITY |
| Category |
A01. Use of Screens |
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Entrant Company
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HONESTY Stockholm, SWEDEN
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Advertising Agency
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HONESTY Stockholm, SWEDEN
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Media Agency
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HONESTY Stockholm, SWEDEN
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Production Company
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HONESTY PRODUCTION Stockholm, SWEDEN
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Credits
| Johan Gustafsson |
Honesty |
Art Director |
| Jocke Hanspers |
Honesty |
Copywriter |
| Johnny Karlsson |
Honesty |
Graphic Designer |
| Anders Olsson |
Honesty |
Agency Producer |
| Alexander Biörsmark |
Honesty |
Editor |
| Emil Preutz |
Honesty |
Sound |
| Martin Marlund |
Honesty |
Creative Director |
| Petrus Kukulski |
Honesty |
Creative Director |
Brief Explanation
In the past decade Swedish school results have dropped below the OECD average. The Red Cross Youth offer school children help with their homework, but the organisation needs to recruit more volunteers.
In Sweden the commercial block has always been preceded by a very well-known countdown. In collaboration with SF Cinema, the Red Cross Youth made a new version of the popular countdown, being aired instead of the usual one.
Results and Effectiveness
The Countdown is shown from August to December 2015.
During the first four weeks of the campaign the number of volunteers increased by 500%.
Creative Execution
In collaboration with SF Cinema, the Red Cross Youth made a new version of a popular cinema countdown, being aired instead of the usual one.
Insights, Strategy and the Idea
The Red Cross is a very well-known brand in Sweden. But most people don't know they do homework help, and need to recruit more volunteers.
We wanted to reach adults (20-40 years) nationwide.