| Title | CHANGE HAND |
| Brand | HJÄRNFONDEN (SWEDISH BRAIN FOUNDATION) |
| Product/Service | STROKE AWARENESS |
| Category |
C01. Use of Digital in a PR campaign |
|
Entrant Company
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VOLONTAIRE Stockholm, SWEDEN
|
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Advertising Agency
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VOLONTAIRE Stockholm, SWEDEN
|
Credits
| Sophie Ternheim |
Hjärnfonden |
Press And Market Director |
| Carl Unger |
Volontaire |
Account Director |
| Sara Ekholm |
Volontaire |
Planner |
| Andreas Hård Af Segerstad |
Volontaire |
Digital Producer |
| Philip Cristofor |
Volontaire |
Digital Producer |
| Rasmus Nilsson |
Volontaire |
Creative Director |
| Anna Werkell |
Volontaire |
Copywriter |
| Lucas Lima |
Volontaire |
Art Director |
| Martin Steen |
Volontarie |
Art Director |
| Kalle Mattsson |
Volontaire |
Designer |
| Christian Åkerhielm |
Volontaire |
Pr Strategist |
| Viktor Bolin |
Volontaire |
Pr Strategist |
| Andreas Bohman |
Freelance |
Web Developer |
| Jenny Hagblom |
Volontaire |
Account Director |
The Campaign
Every 17th minute someone in Sweden suffers a stroke and is forced to relearn everyday things like talking and writing. It is a complicated disease that requires intense rehabilitation therapy. Despite the fact that Sweden is world leading in stroke research and emergency medical care, many people don’t get the rehabilitation therapy they need. The Swedish Brain Foundation wanted to raise awareness about this problem and about stroke in general.
To experience life after a stroke makes it easier to grasp – So we had to give the target group a chance to try it out for them selves.
On International Stroke Day, we launched a nation wide petition demanding better stroke rehabilitation therapy and raising awareness about the challenges that people face after a stroke. The Swedish Brain Foundation also presented five concrete demands on how to improve the current situation. By letting people sign the petition with their opposite hand instead of the one they regularly use, anyone could experience life after a stroke – and put pressure on the government to take action.
In three weeks 200.000 people signed the petition for better stroke rehabilitation with their opposite hand. The initiative and demands for better stroke rehabilitation was featured in 55 influential media outlets thus resulting in a PR Value of 12.000.000 SEK. The ROI on the invested budget amounted to 24.000 per cent.
The Brief
The goal was to increase knowledge and understanding for stroke, and how hard it is to get the rehabilitation therapy you need to recover.
Signatures: 50,000
Visitors on the site: 100,000
PR Value: 2,000,000 SEK (calculated at three times the ad value)
Increased interest for The Swedish Brain Foundation (based on Google searches) 20 per cent more than previous peaks.
Total ROI on invested media budget: 400 per cent (estimated on the PR value alone).
To reach these goals, The Swedish Brain Foundation produced five demands on how to improve the situation together with two prominent stroke researchers.
Execution
After The Swedish Brain Foundation developed the five demands to ensure better stroke rehabilitation therapy, we needed to get them noticed. We created the site felhand.se, where we challenged the visitors to sign a petition for better stroke rehabilitation and support the five demands we’ve found essential to improve the situation – and they had to sign it with their opposite hand instead of the hand they regularly use. To write with your opposite hand is hard – thus gives direct insight of the hardships of having to relearn every day things like writing your name, which is the case for many people who suffers a stroke.
We contacted a small selection of national media channels in order to get The Swedish Brain Foundation’s demands coverage all over Sweden.
We didn’t invest in any advertising for the campaign. We didn’t buy any reach by pushing posts on Facebook or through bought collaborations.
Signatures: 200.000
Visitors on the site: 400.000
PR Value: 12.000.000 SEK (calculated at three times the ad value)
Increased interest for The Swedish Brain Foundation (based on Google searches) – 89 per cent more than previous peaks.
Total ROI on invested media budget: 2.400 pre cent (estimated on the PR value alone).
Conclusion:
By letting people experience how life can change after a stroke, we managed to raise awareness and increase both understanding and knowledge about a very complicated disease.
The Strategy
It’s easier to understand and relate to something we have experienced our selves. With this in mind, we needed to make the complex disease that stroke is, more tangible. Since our target group knew so little about life after a stroke, we had to provide a service for them to help them really understand – especially what it means to not get the tools you need in order to recover. By letting people experience how life can change after a stroke, in a simple way, we wanted to spread knowledge and understanding about the disease. We also wanted to combine this seamlessly with the five demands for better stroke rehabilitation – thus presenting the problem, getting the target group to experience it and giving them an opportunity to act on it immediately. At the same time, the solution had to be simple and easy to share and participate in.