Winners & Shortlists

AAPPARIIPPUGUT?! - GREENLAND'S FIRST REALITY TV-SHOW

TitleAAPPARIIPPUGUT?! - GREENLAND'S FIRST REALITY TV-SHOW
BrandTHE DEPARTMENT OF FAMILY AND JUSTICE IN GREENLAND
Product/ServiceDOMESTIC VIOLENCE AWARENESS CAMPAIGN
Entrant Company DDB COPENHAGEN, DENMARK
Advertising Agency DDB COPENHAGEN, DENMARK
Production Company SPOILED PRODUCTIONS Copenhagen, DENMARK
Credits
Name Company Position
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
Pernille Zillmer DDB Copenhagen Strategic Planner
Thor Brammer Jacobsen Spoiled Production Previously) Producer
Pipaluk Jørgensen Programme Planner
Susanne Andreassen Associate Producer
Anna Just Melson DDB Copenhagen Designer
Nadim Carlsen Photographer
Lasse Martinussen Director
Anders Jon Petersen Editing

The Campaign

In a culture where the younger part of the population has little or no faith in authority, we had to educate them about domestic violence. But before we did that we had to raise funding ourselves to double the budget, so we could propose an entirely different take on the public campaign: We wanted to disguise education as reality TV. In Aappariippugut?! three couples were isolated on an island with a charismatic host and a couples therapist. In three episodes, airing on the only TV channel in Greenland we created much needed role models for the target group. To follow up, we created an online universe around Facebook, where the target group could get help with relationship questions, take the relationship test, watch special online content or re-watch the episodes. In the end, effort was taken into schools as a part of the national curriculum – again disguising education as reality TV.

Success of the Campaign

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 have talked to others about the content of the programs. 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 – and 60% thinks about what it means to be a good boyfriend/girlfriend.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Because of the general mistrust in authority among the young target group we had to disguise our message as something we knew the target group would engage in – and where other parts of the world tend to find role models. We chose to do so in a reality TV show with 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 as well as material for the national curriculum.