WALK FOR ME

ClientFRI - THE ASSOCIATION FOR GENDER AND SEXUAL DIVERSITY
Category A11. Charities & Non-profit
TitleWALK FOR ME
Product/ServiceNORWEGIAN PRIDE PARADES
Entrant PER HøJ Oslo, NORWAY
Idea Creation PER HøJ Oslo, NORWAY
PR PER HøJ Oslo, NORWAY
Production TANGRYSTAN Oslo, NORWAY
Production 2 PER HøJ Oslo, NORWAY
Credits
Name Company Position
Mads Rønold Per Høj Copywriter
Christopher Køltzow Per Høj Developer
Linus Hjellstöm Per Høj Art Director
Vetle Gjevestad Agledahl Per Høj Digital Producer
Torbjørn Aksdal Per Høj Planner
Nanna Grønli Per Høj Project Manager
Vilhelm Camillus Paus Per Høj Account Director
Joe Langdon Per Høj Motion Designer
Christoffer Rontén Per Høj Art Director and Creative
Ida Thurmann-Moe Tangrystan Director
Andreas Grødtlien Tangrystan Director
Beate Tangre Tangrystan Producer
Lottie Smith Tangrystan Producer
Arne Andreas Opheim FRI Marketing Co-ordinator
Ingvild Endestad FRI Chief Executive Officer

The Campaign

Show the importance of Pride Parades through those that don't dare to attend. “Every reason to stay home is a reason to show up”

Creative Execution

We gathered 300 stories from people who didn’t dare to attend the Pride Parade. A press release was sent to LGBTQIA magazines where we asked the main reasons for not attending the parade. We set up a website where people could submit their reason anonymously. Over 300 stories was sent in. We contacted 25 celebrities that volunteered to tell the story as their own in front of a camera. The call to action in all the films was to visit www.walkforme.no to find someone to walk for in the parade. On the website, we had gathered all the stories along with an explanation of what FRI does for the submitters situation.

2.9 M video views (5.2 million inhabitants in Norway) 3.4 K comments 134 K Likes 4 K Shares 40+ articles in the press Featured in the evening news at Norway's two biggest TV-channels 64% increase in participants across all Norwegian parades compared to 2016

People attend pride for many reasons, but the strongest proof for its necessity is all the people who don’t dare to attend. By collecing their unique stories and retell them, we gave people who didn’t already plan on going a reason to attend. Both straight and queer. To ensure a broad reach we got a wide range of celebrities to volunteer: The Prime Minister, journalists, authors, bloggers, actors and athletes used their own social media channels to reach their fans. All films start with the celebrity “coming out”, which has a strong stop effect in the social media feeds.