Title	NOW IT IS OUR TURN TO WALK
Brand	NORWEGIAN CHURCH AID
Product/Service	THE WATER PROJECT
Category	B03. Use of Social Platform(s) in a Promotional Campaign
Entrant Company	TRY/APT/POL Oslo, NORWAY
Advertising Agency	TRY/APT/POL Oslo, NORWAY

Name	Company	Position
Thorbjorn Ruud	POL	Art Director
Petter Bryde	POL	Copywriter
Ina Egelandsdal	POL	Account Manager
Monika Augustsson	POL	Account Director
Ole Jakob Bø Skattum	POL	Graphic Designer
Daniel Eraker	POL	Copywriter
Jonathan Aglen	POL	Art Director
Simen Øian Gjermundsen	Notch	Digital Developer
Aksel Hennie	Einar Film	Director
Nico Poulsson	Einar Film	Photo
Henriette Carlsen	Einar Film	Producer

The Brief

The problem. How can we raise 40 million US dollars and give 1 million people access to clean water? To collect such a big amount in a small country as Norway, we were in need of activating 100.000 people who would volunteer. And they should make a three hour walk each, going from house to house to collect money. The theme of the campaign turned out to be: Now it’s our turn to walk.

Campaign Success

The campaign started on October 1 with e-mails to members of the Norwegian church with a message of register themselves directly at blimed.no (joinus.no) The campaign started spreading through sharing on facebook. 19 days later,100.000 people had signed up, ensuring that every single residence in Norway would get a visit from a volunteer who raised money for this important cause. The web page gives those who register as a volunteer the opportunity to see the immediate effect of helping. And a clear goal: Make this movie shorter! People spending time helping other people, like to see the impact of what they do, and many also like to tell others that they help. This campaign thus got a self-reinforcing effect of shares on Facebook.

Describe the success of the promotion with both client and consumer including some quantifiable results

After only 2 weeks we achieved our goal of having 100,000 registered fundraisers. The “Water Changes Lives” campaign proved to be Norways best fundraising campaign ever, and it raised 40 million dollars. Every single Norwegian put an average of 7 dollars into our collection tins. There has never before been collected so much money on a similar found raising campaign in Norway. 1,2million people, 200,000 more than planned, will now have access to clean water.

Explain why the method of promotion was most relevant to the product or service

•The goal of this campaign was to activate 100.000 people to spend three hour of their time, Sunday 19th October. • When the day came, 100.000 people all over Norway joined, and practically visited every house in the country, to collect money for building more wells.