WALK FOR ME
|Client||FRI - THE ASSOCIATION FOR GENDER AND SEXUAL DIVERSITY|
|Category||A11. Charities & Non-profit|
|Title||WALK FOR ME|
|Product/Service||NORWEGIAN 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|
|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|
|Arne Andreas Opheim||FRI||Marketing Co-ordinator|
|Ingvild Endestad||FRI||Chief Executive Officer|
The CampaignShow 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 ExecutionWe 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.
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