Title	ACTIVE AGAINST GIVING UP
Brand	ACTIVE AGAINST CANCER
Product/Service	NON-PROFIT ORGANIZATION
Category	B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
PR Agency	TRIGGER OSLO, NORWAY
Production Company	KANDIDAT Oslo, NORWAY
Entrant Company	TRIGGER OSLO, NORWAY

Name	Company	Position
Magdalena Kamøy	Trigger Oslo	Creative Director/Creative
Martine Fonstad/Smith	Trigger Oslo	Creative
Andreas Ziener	Trigger Oslo	Content Manager
Bente Kvam Kristoffersen	Trigger Oslo	Account Executive
Ellen Anna Gaup	Trigger Oslo	Pr Manager
Karoline Bye Olerud	Trigger Oslo	Project Manager
Jon Erik Skaret	Trigger Oslo	Content Manager
Fredric Esnault	Kandidat	Director
Richard Patterson	Kandidat	Executive Producer

The Campaign

Challenge Our challenge was to make physical activity for cancer patients a media topic number 1 in Norway. For a cancer patient their body is associated with fear, pain and sorrow. A hair and weight loss, scars after radiation and reduced libido make most of the patients loose their mental strength and self-confidence. Research shows that physical activity has a great positive impact on patients, both mentally and physically. Performing physical activity reduces the side effects of the treatment and gives patients a greater feeling of control of their body. The patients show signs of more mental strength and describe the feeling of being empowered. Instead of focusing on sadness and fear the strategy was to focus on the positive changes physical activity can do to body and mind. We wanted to prove that cancer doesn’t have to kill your confidence – you can still be strong, fit and sexy. Having a limited budget and no paid media possibilities we knew we had to stand out. Results: - Reach: 30 mill ( and only 5 million people live in Norway) - Earned media value: NOK 20 mill and 0 in media spending - 43% increased understanding that physical activity should be part of cancer treatment(Omnibus results) - Huge engagement in editorial and social media. The project was literally on everybody´s lips in Norway and widely shared and loved around the world. - 67 % of Norwegians changed their perception of cancer patients.

The Brief

Our challenge was to make physical activity for cancer patients a media topic number 1 in Norway. Primary target audience: Journalists in Norway Secondary: Cancer Patients The creatives joined a workout session with the the recovering cancer patients and experienced their great spirit and positive attitude. Totally opposite of the picture painted by media about cancer patients. Idea Cancer patients remake one of the world’s sexiest music videos ‘Call on me’ by Eric Prydz to show what physical activity can do to body and mind. And to prove that cancer does´t have to kill your confidence.

Results

The campaign was an immediate hit in national editorial and social channels. We triggered a wide debate and conservative voices were encouraged to join in ensuring a hot debate and engagement. Shortly after the launch the message was picked up by international media all over the world - Reach: 30 mill ( and only 5 million people live in Norway) - Earned media value: NOK 20 mill and 0 in media spending - 43% increased understanding that physical activity should be part of cancer treatment(Omnibus results) - Huge engagement in editorial and social media. The project was literally on everybody´s lips in Norway and widely shared and loved around the world. - Every second Norwegian remembered the message of how important physical activity in cancer treatment. - 67 % of Norwegians changed their perception of cancer patients.

Execution

We recruited eight girls that where connected to the foundation and under cancer treatment. We trained them for four weeks with a professional dancing choreographer, and flew to London, at the same studio as the original, to shoot the video. We launched the video 9 of september and invited national press. The response was immediate, within one day the heartwarming video was in every major norwegian media. For the next couple of days the story reached every corners of the world.

The Situation

The small Norwegian foundation Aktiv Against Cancer works to ensure that physical activity becomes an integral part of cancer treatment. The foundation has just 4 employees and has limited resources to put their message across. Having a limited budget and no paid media possibilities we knew we had to stand out.

The Strategy

For a cancer patient their body is associated with fear, pain and sorrow. Hair and weight loss, scars after radiation and reduced libido make most of the patients loose their mental strength and self-confidence. Research shows that physical activity has a great positive impact on patients, both mentally and physically. Physical activity reduces the side effects of the treatment and gives patients a greater feeling of control of their body. The patients show signs of mental strength and describe the feeling of being empowered. After meeting the cancer patients taken care of by the Aktiv Against Cancer Foundation we were sure that the stereotypical cancer communication was not the way to go. Instead of focusing on sadness and fear the strategy was to focus on the positive changes physical activity can do to body and mind. We wanted to prove that cancer doesn’t have to kill your confidence.