We could do so much more for peace and human rights with the billions we now spend on weapons purchases and military initiatives. Efforts that would actively prevent conflicts, instead of the rearmament that is being proposed now.
Campaign Success
If military actions and weapons had functioned as conflict-resolution methods there would be peace in the world a long time ago.
The Singing Sailor is a contribution to the debate that we should shift military resources into development and rethinking security – instead of falling back on territorial defense, conscription and rearmament. The world doesn't need more weapons.
Describe the success of the promotion with both client and consumer including some quantifiable results
After a fortnight in the archipelago due east of Stockholm, the Singing Sailor's reach was 1.5 billion people. Without any media money spent, The Singing Sailor created a 100 percent organic buzz. People from 146 countries have seen his video and he was on CNN to Moscow Times. The Nobel Prize committee tweeted the campaign and the Swedish Peace and Arbitration Society has been quoted in every possible media.
The strategy was to use three hot topics: Re-armament, the Swedish fear of Russians submarines and Russia's conditions for LGBT people. Without any media money spent, The Singing Sailor created a 100 percent organic buzz.
Explain why the method of promotion was most relevant to the product or service
Foreign submarines are lurking around the archipelago due east of Stockholm and despite millions of tax dollars spent; The Swedish Armed Forces can't find them.
The Singing Sailor cost a fraction of the Swedish navy's unsuccessful submarine hunt but has achieved so much more. He is a contribution to the debate that we 2015 should move military resources into alternative, collaborative conflict resolution methods.