| Title | CHANGE HAND |
| Brand | HJÄRNFONDEN - SWEDISH BRAIN FOUNDATION |
| Product/Service | STROKE AWARENESS |
| Category |
B01. Use of Digital Advertising in a Promotional 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 Brief
Few Swedes know what life after a stroke is like.
Challenge: Raise awareness and put pressure on the government with five demands on better rehabilitation.
Strategy:
It’s easier to understand and relate to something we have experienced. With this in mind, we needed to make stroke more tangible. Since our target group knew so little about life after a stroke, we had to provide a service for them to easier understand. By letting people experience how life changes after a stroke, we wanted to spread understanding about the disease and create a way to act immediately by signing the petition.
Campaign Success
After The Swedish Brain Foundation developed the five demands for better stroke rehabilitation therapy, we needed to get them noticed. Right before The International Stroke Day the 12th of May, we launched a site where we the visitors could sign a petition for better stroke rehabilitation– with their opposite hand. This proved to be a challenge – thus gave direct insight of the hardships of having to relearn every day things, which is the case for many people who suffers a stroke.
We targeted national media in order to get the initiative coverage all over Sweden without any advertising.
Describe the success of the promotion with both client and consumer including some quantifiable results
Goals:
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).
Results:
Signatures: 20,000
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 per 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.
Explain why the method of promotion was most relevant to the product or service
Every 17th minute, someone in Sweden suffers a stroke and is forced to relearn everyday things. Common as it is, stroke is still a very complex disease to talk about, which results in it being down prioritized by media as well as politicians. Our challenge was to raise awareness about what life is like after a stroke and spark the media debate about it.
Since our target group knew so little about stroke, we had to provide a service to help them understand. By finding a simple way for people to experience how life can change after a stroke, we wanted to spread knowledge about the disease. We also wanted to combine this 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.