THE UNIGNORABLE BILL

ClientCOOP
Category A12. Corporate Social Responsibility (CSR) / Corporate Image
TitleTHE UNIGNORABLE BILL
Product/ServiceLOBBY CAMPAIGN
Entrant ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Idea Creation ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
PR OMD DENMARK Copenhagen, DENMARK
Production GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Additional Company PRIMETIME KOMMUNIKATION Copenhagen, DENMARK
Credits
Name Company Position
Mads Nicolai Mardahl Robert/Boisen & Like-minded Senior Art Director
Rie Sloth Rasmussen Robert/Boisen & Like-minded Senior Art Director
Eva Ebbensgaard Robert/Boisen & Like-minded Art Director
Kim Boisen Robert/Boisen & Like-minded Found and CEO
Gitte Andersen Robert/Boisen & Like-minded Account Manager
Victor Petri Robert/Boisen & Like-minded Head of Social and Brand Activation
Mike Nybroe Gobsmack Production Film Director
Christina Erritzøe Gobsmack Production Producer
Magnús Sveinn Jónsson Gobsmack Production Editor
Bjørn Vidø Freezone Sound Design

Why is this work relevant for Direct?

This work is relevant for Direct because it raised awareness and strengthened Coop's position as an advocate for a chemical-free future by letting a whole nation voice their concerns about dangerous hormone disrupting chemicals directly to the people in charge.

Background

Hormone disrupting chemicals put human reproduction at risk. In Denmark, sperm count has decreased by more than half. Almost every tenth child is conceived by artificial insemination and girls enter puberty one year earlier than just one generation ago.The danish supermarket chain Coop wanted to change this, but they couldn’t do it without the help of 179 preoccupied members of the Danish Parliament. But how do a supermarket chain succeed in the almost impossible task of getting this important issue on top of the busy politicians agenda?

Describe the creative idea

We created the Unignorable Bill, the worlds’ first pre-made proposal for a bill against hormone disrupting chemicals. With help from political experts and leading scientists we drew up the bill and then used personalized twitter videos, geo-targeted outdoors and the pressure of the danish people in order to make it impossible for the politicians to ignore it.

Describe the strategy

The strategy was to make it as easy as possible for the 179 members of parliament to take action, and at the same time make it impossible for them to ignore the bill. This was achieved by collecting all of the parliament members email addresses, and then creating a powerful tool where the danes could voice their concerns directly to the the people in charge via a micro-site. When signing the online petition, personalized e-mails were automatically sent directly to all members of parliament, with a clear message that the law needed to be changed.

Describe the execution

We kicked off the campaign on social media with a strong film that 'educated' the danish public about the shocking effects of hormone disrupting chemicals. Then we empowered the worried danes to speak directly to the politicians via the micro-site. To amplify the peoples pressure, we also created 179 personalized films targeting the politicians on Twitter. And to strengthen the pressure even further, we also surrounded the Parliament building with outdoors for the whole duration of the campaign.

List the results

· A bill against hormone disrupting chemicals passed in parliament · 450% higher engagement that average among the public · 2.7M views (5.7M population in Denmark) · Earned Coop 'Most Sustainable Brand 2018', according to the danish consumers · Personal letter from the Danish Minister for Environment and Food The campaign got hundred of thousands of Danes involved in the problem with hormone disrupting chemicals with an engagement rate 451% above the benchmark. Coop earned the title as Denmarks “Most Sustainable brand of the Year” according to Sustainable Brand Index. And with a letter from the Danish Minister for Environment and Food, thanking Coop for bringing the Unignorable Bill forward, we proved that sometimes it pays off to target the few, through many, to make a difference for every one of us.