Title	HUMANITY INTELLIGENCE
Brand	SÖDERTÖRN UNIVERSITY
Product/Service	EDUCATION
Category	D01. Use of Digital Platforms
Entrant	GULLERS GRUPP Stockholm, SWEDEN
Idea Creation	GULLERS GRUPP Stockholm, SWEDEN
PR	GULLERS GRUPP Stockholm, SWEDEN
Production	GULLERS GRUPP Stockholm, SWEDEN

Name	Company	Position
Lina Tuikka	Gullers Grupp	Digital Project Manager
Jerker Belvert	Gullers Grupp	Creative Director
Johan Yilmaz	Gullers Grupp	Creative Director
Per Fridsjö	Gullers Grupp	Art Director
Tobias Borgin	Gullers Grupp	Copywriter
Kajsa Runnérus	Gullers Grupp	Production Manager
Amne Ali	Gullers Grupp	PR consultant
Hemming Lindell	Gullers Grupp	Account Manager
Alex Af Ekestam	Freelance	UX-designer
Isaac Kuehnle-Nelson	Gullers Grupp	Developer
Ulrika Enström	Gullers Grupp	PR consultant
Johan Holmer	Gullers Grupp	PR consultant
A very cool place	A very cool place	Production

The Campaign

Digital services like Google and Tinder have made today's youth accustomed to simple and intuitive interfaces. How can they be expected to pick the right degree program if they don't recognize words like "humanities"? 540 years since Sweden's first university was established, the country's youngest university, revolutionized the degree selection process by asking a simple human question: What would you change about the world? All of Södertörn's over 300 educations were categorized based on how they could help students contribute to the United Nations' 17 Global Goals for a sustainable future. From this, a unique web-based tool was created to facilitate degree choice. A film dramatized the human question in focus, showing that Södertörn University understands their concerns and offers a solution that can lead to change.

Campaign Success

Professors and teachers at Södertörn University were asked to categorize all 300 plus educations based on how they can be used to achieve the UN's 17 Global Goals. This formed the foundation for a website where users could select a goal of their choice and be presented with the relevant degrees. A video was produced to draw visitors to the website. The video showed various current events that concern young people, such as Russian LGBT activists being assaulted, deforestation, and terror attacks. The goal was to show that Södertörn University understands their concerns and offers a solution that can lead to change. The campaign was circulated on social media and published in Södertörn's own channels.

Describe the success of the promotion with both client and consumer including some quantifiable results

Applications to degree programs in Sweden are declining. Many young people find work in the flourishing economy, and current youth cohorts are smaller compared to previous years. Despite this general decline in applications, Södertörn University has managed to increase the number of first-choice applications to nine of its most popular programs. The video was viewed over 400 000 times by the target demographic. The website received over 15 000 unique visitors and 19 000 page views. The campaign spread outside of Sweden, and young people from 69 countries used the interactive degree selection tool. Young Swedes could finally focus less on searching for a degree and more on restoring our troubled world.

Explain why the method of promotion was most relevant to the product or service

The campaign is relevant because it created a direct relationship between a university and young, prospective students. It sparked buzz and engagement in an unexpected area; choosing a university in Sweden is usually a dull and standardized process that's far from exciting. The campaign changed this by combining deep insights about the target group with a revolutionary digital service and an emotional message that resonated with the target audience.

Södertörn's University wanted to position themselves as Sweden's most modern university by adapting their communication to their target audience's view of the future. Focus groups were held with members of that demographic to learn about their ambitions, their view of the future, and what determines their choice of university and degree program. The responses can be summarized with three words: Simple – young people want help in making the right study choices, along with an understanding of how those choices relate to their future careers. Brave – young people want universities to take a stand against injustice and other ills. Engaging – the communication must be emotionally engaging. From these three words, Södertörn University created a campaign that drew on the target group's concerns and channeled their ambition to change the world for the better.