| Title | DON'T DRINK & DIVE |
| Brand | TRYGG-HANSA |
| Product/Service | INSURANCE |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
PR Agency
|
PRIME Stockholm, SWEDEN
|
|
Production Company
|
FOLKE FILM Stockholm, SWEDEN
|
|
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 |
The Brief
Ahead of the campaign launch, we conducted a survey examining public attitudes to water safety. It stated that nearly half of Swedish men think it’s OK to drink alcohol in connection to a summer swim. One of ten Swedes have been out swimming or bathing thoroughly drunk at least once during the last two years, and one of five admit to doing so after consuming ”a little bit” of alcohol.
The natural goal for the campaign was therefore to save lives. We also had awareness goals:
• Raise awareness in traditional and social media: 100 articles
• Video views: 100,000
Campaign Success
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.
The campaign ran for two weeks but it was prolonged organically by shares and media picking up the campaign all over the world.
Describe the success of the promotion with both client and consumer including some quantifiable results
Output/Awareness: The topic became of global interest. Over 300 articles in more than 25 countries covered the story, resulting in a total reach of 250 million.
Knowledge/Consideration: 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.
Action/Business Impact: In a follow-up survey after the finish of the campaign, 1 in 5 Swedes stated they’d seen or heard about DD&D and among the people who had seen the film it is more common to state that no alcohol is ok to consume before a summer swim (53 %).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 %.
Explain why the method of promotion was most relevant to the product or service
We launched the campaign a week prior to midsummer, a holiday closely connected to both drinking and swimming, with the objectives to save lives and raise awareness. During midsummer week, it was one of Sweden’s most viewed videos, with over 1.1 million views to date and people all over the country pledged not to drink and dive through a successful Thunderclap. On a microsite we presented the film along with facts and statistics for individuals, businesses and NGO's to find information about the issue. Beer and wine producers put the Don’t Drink & Dive label on their bottles - restaurants joined too and more stakeholders followed.