PEP TALK BY STEPHEN HAWKING

ClientGEN-PEP
Category B10. Celebrity Endorsement
TitlePEP TALK BY STEPHEN HAWKING
Product/ServiceGEN-PEP
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
Credits
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.