PEP TALK BY STEPHEN HAWKING
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
|
Credits
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.