GREENLAND'S FIRST REALITY TV SHOW
| Title | GREENLAND'S FIRST REALITY TV SHOW |
| Brand | THE DEPARTMENT OF FAMILY AND JUSTICE IN GREENLAND |
| Product/Service | DOMESTIC VIOLENCE AWARENESS CAMPAIGN |
| Category |
A02. NON-FICTION: SERIES OR FILM |
|
Entrant Company
|
DDB COPENHAGEN, DENMARK
|
|
Contributing Company
|
DDB COPENHAGEN, DENMARK
|
|
Production Company
|
SPOILED PRODUCTIONS Copenhagen, DENMARK
|
Credits
| Christian Iversen |
DDB Copenhagen |
Art Director |
| Gry Strange Echwald |
Freelance |
Art Director |
| Clara Prior/Knock |
DDB Copenhagen |
Copywriter |
| Kristina Karlsson |
DDB Copenhagen |
Account Manager/Producer/Strategist |
| Madeleine Næsborg |
DDB Copenhagen |
Account Manager |
| Simone Ziegler |
DDB Copenhagen |
Account Manager |
| Christine Clausen |
DDB Copenhagen Previously) |
Account Director |
| Thor Brammer Jacobsen |
Spoiled Production Previously) |
Producer |
| Pipaluk Jørgensen |
|
Programme Planner |
| Susanne Andreassen |
|
Associate Producer |
| Anne Just Melson |
DDB Copenhagen |
Designer |
| Nadim Carlsen |
|
Photographer |
| Lasse Martinussen |
|
Director |
| Anders Jon Petersen |
|
Editing |
| Pernille Zillmer |
DDB Copenhagen |
Strategic Planner |
The Campaign
The restrictions or regulations around branded entertainment in Greenland are almost non-existent as are examples of actual branded content from Greenland.
In this public campaign, we used the only TV channel in Greenland, KNR, as an outlet, and they have no current rules regulating branded content either. The Department of Family and Justice in Greenland imposed the regulations we worked with, and expressed a wish that we did not mention domestic violence or the fact that it was a public campaign, due to the confidence in public communication.
Results
Before we could even begin to propose an entirely different take on a public campaign, we had to raise funding – to double the initial budget. Because of the general mistrust in authority among the young target group we had to disguise education. We chose to do so in a series of episodes, where three couples were isolated on an island with a well-known Greenlandic TV host and a couples therapist. Everything was documented and edited into episodes that aired on the only TV channel in Greenland. Following the episodes were a Facebook page with an online dilemma quiz to teach couples the value of – and the road to – a healthy relationship. In the end, the effort was taken into schools as a part of the national curriculum – again disguising education as reality-TV.
As the only accessible entertainment outlet in Greenland, KNR has a clear advantage – drawing in an entertainment hungry generation. Working with trailers on TV, a very public casting process and a Facebook page drawing attention to “Greenland’s first reality TV show” we created a solid following to start a conversation with – even before the first episode aired.
The campaign goal was to create positive role models for an entire youth culture and make them noticed, and thereby inform about the values of a good relationship without domestic violence. Almost the entire target group saw at least one episode of the show and over 80% of respondents said that they had talked to others about the content of the programs. The entire target group interacted with the project’s social media channels and 60% even tried the couples exercises from the show with their significant other. But most importantly: 60% of the target group is now concerned about being in a good relationship.