THE SILENT TREATMENT

TitleTHE SILENT TREATMENT
BrandGRAMART / NOPA
Product/ServiceNON-GOVERNMENTAL ORGANIZATION (NGO)
Category B02. Public Affairs & Lobbying
Entrant ANORAK Oslo, NORWAY
Idea Creation ANORAK Oslo, NORWAY
PR ANORAK Oslo, NORWAY
Production ANORAK Oslo, NORWAY
Credits
Name Company Position
Eirik Johansen Anorak Art Director
Øistein Markus Holm Anorak Copywriter
Rune Roalsvig Anorak Account Director
Merete Rogstad Anorak Project Manager
Nicklas Bohman Anorak Planner

The Campaign

How could GramArt and NOPA break through the noise, and speak up for their members, in a debate where everyone was talking and no one was listening? – They could be silent, by removing music from their music videos, and posting them on social media under the #utenmusikk (translates to #withoutmusic).

Execution

On Wednesday, May 10th at 1 PM, a diverse troop Norwegian artists joined forces and launched their silent protest – stating their opposition to the new law. By removing the music from their music videos, and posting them under the #utenmusikk (translates to #withoutmusic). Every contribution was shared under the #utenmusikk and with a clear call to action to visit the campaign site. At the site you would get a full depth of the new law, see all relevant press and a link to all other contributions.

By starting a movement lead by artists and fans, NOPA and GramArt managed to break through the noise and create public platform where they could speak up for their members. The campaign led to massive awareness in all national media and only three days after the campaign went live, the message had reached the politicians, who decided to withdraw the bill.

The Situation

The Silent Treatment” is a campaign that urged and utilized Norwegian musicians into creating a silent distress signal that spread organically through all of Norway. This lead to massive PR-attention and ultimately changed a law that could challenge how musicians could make a living out of recording, performing and releasing their music.

The Strategy

We wanted to get the full potential of GramArt and NOPA’s over 5000 members. Therefore we gave the artists a tool that made it easy to support the cause in a way that felt genuine – for both them and their followers. By using their own videos and words, fans stood by their artists, joining them in the protest and making sure the politicians understand the importance of their fight.