| Title | NEVER FORGET. TO VOTE. |
| Brand | THE SOCIAL DEMOCRATIC YOUTH ORGANISATION, SSU |
| Product/Service | FORMATION OF OPINION |
| Category |
F02. RESPONSE/REAL-TIME ACTIVITY |
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PR Agency
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EDELMAN DEPORTIVO Stockholm, SWEDEN
|
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Production Company
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SNASK Stockholm, SWEDEN
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Entrant Company
|
EDELMAN DEPORTIVO Stockholm, SWEDEN
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Credits
| Company |
Edelman Deportivo |
Team |
| Productioncompany |
Snask |
Team |
| Client |
The Social Democratic Youth Organisation/SSU |
Team |
Creative Execution
At the center we had a shareble campaign site, http://www.neverforgettovote.com/en/, hosting different campaign elements:
A movie where Rainer Höss, the grandchild of Auschwitz commandant Rudolf Höss, urges us to look at our past, no matter how much it might hurt. And to never forget. To vote.
A digital protest march through Thunderclap - supported by the actor Stephen Fry - to take place simultaneously all over Europe.
A hundred ambassadors - musicians, actors, activists and Holocaust survivors - supported the campaign by posting photos to social media such as Instagram, Facebook and Twitter.
The online film was shared 50 000 times.
The campaign got a massive earned media reach of 250 million people and it was highlighted by, for example, Daily Mail, Al Jazeera, Le Figaro, El Mundo, Der Spiegel and Haaretz.
We reached 7 881 424 people with our digital protest march on Thunderclap.
The Social Democrats won the school elections with the highest margin in 12 years and SSU grew their member-base with ten percent during the campaign period.
We proved that young people are interested in political parties. You just have to earn their attention.
Insight
Young people are politically engaged in Sweden, but in topics rather than parties. So instead of showing a full menu of what the Social Democratic party offers, we and our client SSU (the youth organisation) chose to highlight one core value. Due to the growing far right wing movement, we chose anti-fascism.
Strategy
When taking on the growing far right wing movement, we would at the same time get a context to discuss equal rights, education and unemployment: SSU:s most important subjects.
Idea
"Never Forget. To Vote". We recruited Rainer Höss, the grandson of Auschwitz-commendant Rudolf Höss. At the center was a campaign site, with a film with Rainer Höss, a thunder clap initiative and ambassadeurs (Instagram). Every part of the campaign was shareable.