C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company
GARBERGS Stockholm, SWEDEN
Advertising Agency
GARBERGS Stockholm, SWEDEN
Credits
Name
Company
Position
William Löthman
Garbergs
Interactive Art Director
Mattias Alfborger
Garbergs
Interactive Art Director
Sebastian Smedberg
Garbergs
Art Director
Erik Dagnell
Garbergs
Art Director
Malin Boustedt
Garbergs
Account Manager
Per Forssberg
Garbergs
Copywriter
Andreas Engstrand
Garbergs
Account Director
Beatrice Sztanska
Garbergs
Graphic Designer
Robin Lidbom
Garbergs
Motion Director
Brief Explanation
Bris is a Swedish NGO running a national helpline for kids. Everybody in Sweden knows Bris, but too few use it. A big problem is that when kids experience bad stuff, they shut up about it. We wanted to say – in a way that young people could intuitively understand – that regardless of the issues it’s always a good thing to tell someone. Emoji have quickly become almost as important as letters when kids communicate. The standard emoji range from happy to discontent. The “Abused Emojis” complemented the usual set with symbols for kids being bullied, beaten or having dark thoughts.
Results and Effectiveness
On a National scale we reached more than 85 % of the Swedish population with ean ven higher penetration in the target group.
Bris’ Instagram account multiplied its number of followers by 70 times.
Most importantly we saw an increase in the number of new contacts to Bris by 56 % after the campaign.
Creative Execution
We based the media plan on two assumptions: that if we could get the right journalists at the right websites to start reporting about the campaign the attention would spread by itself. And that if we could get the right Instagram accounts to promote the app, all young people in Sweden would eventually hear about it. So we mapped which influential tech sites had written about similar projects, most notably the new racially diverse iOS emoji. And we set up a collaboration with “GoSnap” a network of influential Instagram profiles, ensuring a total of over one million followers.
Insights, Strategy and the Idea
The general perception of Bris is that it’s a great organization helping kids, but that it’s a bit old fashioned. Back in the days it was a phonecall-only service, but today kids can contact Bris on a chat, email, in forums or by switching from phonecalls to messaging. We wanted to show young people that Bris can speak on their terms. An emoji app sends the right signal: regardless of the issue, it’s always good to tell someone. Bris listens. Promoting the app with an Instagram campaign we reached the target audience.