| Title | DON'T DRINK & DIVE |
| Brand | TRYGG-HANSA |
| Product/Service | INSURANCE |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
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PR Agency
|
PRIME Stockholm, SWEDEN
|
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Production Company
|
FOLKE FILM Stockholm, SWEDEN
|
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Entrant Company
|
PRIME Stockholm, SWEDEN
|
Credits
| Johan Eriksson |
Trygg-Hansa |
Head of Communications |
| Anna Svärd |
Trygg-Hansa |
Head of Corporate Social Responsibility |
| Hanna Axelsson |
Trygg-Hansa |
Head of PR |
| Samuel Bengtsson |
Trygg-Hansa |
Digital Service/Social Media Coordinator |
| Robert Aras |
Prime - A Weber Shandwick Company |
Key Account Manager |
| Tom Beckman |
Prime - A Weber Shandwick Company |
Executive Creative Director |
| Patrik Beskow |
Prime - A Weber Shandwick Company |
Creative Director |
| Sara Tidholm |
Prime - A Weber Shandwick Company |
Project Manager |
| Simon Sved |
Prime - A Weber Shandwick Company |
Art Director |
| Peter Moro |
Prime - A Weber Shandwick Company |
Media Specialist |
| Jacqueline Arthur |
Prime - A Weber Shandwick Company |
Media Specialist |
| Mats Paulsen |
Prime - A Weber Shandwick Company |
Media Specialist |
| Maja Strandberg |
Prime - A Weber Shandwick Company |
Junior Consultant |
| Laerke Herthoni |
Folke Film |
Director |
| Joi Persson |
Folke Film |
Executive Producer |
| Anisa Dzindo |
Folke Film |
Producer |
| Pär Thunberg |
Bärnt/Ärnst |
Producer |
| Therese Elfström |
Editor |
Freelance |
| Martin Steinberg |
Grade |
Chimney |
| Adi Omanovic |
Editor |
Omanovic Production |
Brief Explanation
2014 set a tragic record. More people drowned in Sweden than in any other year in the last decade. Water-related accidents cost more lives than road traffic accidents. Most victims were men and had consumed alcohol. Swedish insurance company Trygg-Hansa has made water safety their trademark. The natural goal for the campaign was therefore to save lives.
Our aim was to specifically target middle-aged men and their families and relatives. We also had a bigger perspective where we aimed to reach the general population to change attitudes towards swimming drunk.
Results and Effectiveness
300 articles in more than 25 countries covered the story, resulting in a total reach of 250 million.
During midsummer week, it was one of Sweden’s most viewed videos, with over 1.1 million views to date. People all over the country pledged not to drink and dive through a successful Thunderclap.
In a follow-up survey, 1 in 5 Swedes stated they’d seen or heard about DD&D.The general secretary of the Swedish Life Saving Society declared that the initiative could save lives. It most probably did. During the campaign period the number of drowned men decreased by 39 %.
Creative Execution
We launched the campaign a week prior to midsummer, a holiday closely connected to both drinking and swimming.
On a microsite we presented the film along with facts and statistics for individuals, businesses and NGO's to find information about the issue.
National and international media, opinion leaders and potential partners received information about the campaign. Social media was used as a tool to spread the film both organically and through sponsored ads.
Beer and wine producers put the Don’t Drink & Dive label on their bottles - restaurants joined too and more stakeholders followed.
Insights, Strategy and the Idea
To showcase alcohol impairment, we asked Stockholm Konstsim Herr – synchronized swimming world champions and middle aged men – to perform their winning routine. Drunk. They were filmed for the short documentary Don’t Drink and Dive under the supervision of two lifeguards from the Swedish Life Saving Society and a certified rescue diver.
Most drowning victims are middle-aged men and the majority have consumed alcohol – coincidentally the group least receptive to advice.
Our aim was to specifically target middle-aged men, their families and relatives. We also aimed to reach the general population to change attitudes towards swimming drunk.