Title	PEP TALK BY STEPHEN HAWKING
Brand	GEN-PEP
Product/Service	GEN-PEP
Category	B10. Celebrity Endorsement
Entrant	FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation	FORSMAN & BODENFORS Gothenburg, SWEDEN
PR	FORSMAN & BODENFORS Gothenburg, SWEDEN
Production	ANONYMOUS CONTENT New York, USA
Production 2	GANGSTERS POST Stockholm, SWEDEN
Additional Company	BEON Copenhagen, DENMARK

Name	Company	Position
Adam Ulvegärde	Forsman & Bodenfors	Art Director
Joakim Labraaten	Forsman & Bodenfors	Copywriter
Martin Joelsson	Forsman & Bodenfors	Designer
Christopher Ek	Forsman & Bodenfors	Designer
Eva Carlheim	Forsman & Bodenfors	Account Director
Marie Sandberg-Murphy	Forsman & Bodenfors	Account Manager
Robert Johnsson	Forsman & Bodenfors	PR Strategist
Lars Friberg	Forsman & Bodenfors	Planner
Peter Gaudiano	Forsman & Bodenfors	Digital Strategist
Jens Odelbring	Forsman & Bosenfors	Agency Producer
Joachim Back	Anonymous Content	Director
Pawel Edelman	Anonymous Content	Director Of Photography
Eric Stern	Anonymous Content	Executive Producer
Tim Kerrison	Anonymous Content	Producer
Russell Icke	Anonymous Content	Editor
Peter Raeburn	–	Composer
Thor Otar Nielsen	AOL / BeOn	Strategist

The Campaign

In order to cut through, GEN-PEP needed to have very strong message and an interesting take that could earn the coverage needed to make people understand the seriousness of the issue. By asking Professor Stephen Hawking, by many considered to be the smartest man alive, who is also involuntarily sedentary, GEN- PEP managed to get the editorial coverage needed to get our message through.

Execution

The PSA was first launched with Swedish leading publication Aftonbladet, guaranteeing national attention. On the same day, Professor Stephen Hawking shared the film on his Facebook page, which helped the film and the message resonate on a global level though contacted influencers, resulting in global coverage of GEN- PEP’s message by top tier publications e.g. Daily Mail, Huffington Post UK and US and The Telegraph.

The campaign resulted in more than 470 news articles around the world about the risk of sedentary lifestyles, including coverage in top-tier publications such as The Independent (UK) and  Huffington Post (De). The potential reach of those articles were 2.380.000.000 and with an earned social media coverage of  35.200.000. And more than 20 New partners for the organisation GEN-PEP.

The Situation

By using an unexpected spokesperson, the Swedish health organisation GEN-PEP wanted to raise awareness and create a discussion about people’s sedentary lifestyles in well-developed countries. Sweden is today one of Europe's most sedentary countries and if we don’t act now, the consequences will be severe in the future. To get the message through we reached out to Professor Stephen Hawking, by many considered the smartest man alive, and according to us, someone who truly has a say on this matter.

The Strategy

Our target audience for this campaign was everyone interested in the subject, in Sweden, but also on a global level. For spreading the PSA we reached out to influencers who we knew supported the cause, such as Jamie Oliver. The PSA by Stephen Hawking quickly gained traction and earned global coverage in top tier publications that sparked a much-needed discussion about modern welfare diseases.