| Title | 72 HOURS |
| Brand | THE NORWEGIAN DIRECTORATE FOR CIVIL PROTECTION (DSB) |
| Product/Service | AWARENESS AND ADVICE ON THE NEED FOR SELF-PREPAREDNESS AMONG THE NORWEGIAN POPUL |
| Category |
B02. Breakthrough on a Budget |
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Entrant
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GEELMUYDEN KIESE Oslo, NORWAY
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Idea Creation
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GEELMUYDEN KIESE Oslo, NORWAY
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PR
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GEELMUYDEN KIESE Oslo, NORWAY
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Production
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MODERNE MEDIA AS Oslo, NORWAY
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Additional Company
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THE NORWEGIAN DIRECTORATE FOR CIVIL PROTECTION (DSB) Tønsberg, NORWAY
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Credits
| Trygve Andreas Tønnessen |
Geelmuyden Kiese |
Senior Creative |
| Ole Henrik Stubberud |
Geelmuyden Kiese |
Creative Director |
| Eva Sannum |
Geelmuyden Kiese |
Creative Director |
| Katinka Grundseth |
Geelmuyden Kiese |
Advisor |
| Marius Eriksen |
Geelmuyden Kiese |
Advisor |
| Nina Beate Berg |
Geelmuyden Kiese |
Art Director |
| Per Øyvind Weum |
Geelmuyden Kiese |
Motion Graphic Designer |
| Øivind Winge |
Geelmuyden Kiese |
Graphic Designer |
| Ida Ekroll Johansen |
Geelmuyden Kiese |
Graphic Designer |
| Sigbjørn Holte |
Geelmuyden Kiese |
Director |
| Anette Sandbu |
Geelmuyden Kiese |
Agency Producer |
| Jim Fossheim |
Moderne Media |
Producer |
| Kim Sletbach Groustra |
Moderne Media |
Producer |
Summary
The Norwegian directorate for civil Protection (DSB) is responsible for a complete overview of various risks and vulnerability in Norway. In collaboration with the Armed Forces, the fire service, the police and health service, they provide our society’s security, planning for any crisis that may occur. Now, they were to communicate the need for self-preparedness in the population. The main message: Everyone should plan to be able to survive for three days if a crisis occurs.
But how could we communicate this, without creating unnecessary fear? After all, just telling people that they should prepare for a potential emergency, might cause public outrage. In Sweden, a campaign entitled “In case of war” had recently been carried out, which created fury among its inhabitants.
DSB wanted the exact opposite; Everyone should keep calm and carry on as usual – just a bit better prepared.
Instead of creating traditional information material, which would’ve been the safe choice, our solution was to make people reflect around the issue “what do I actually need to get by for three days”. To make it a topic that people discussed around the lunch tables, because it is an interesting and somewhat fun exercise. Kind of like the “which item would you bring to a deserted island”-question. This would make the audience aware, but in a way that doesn’t trigger hysteria.
So, we developed the concept of “72 hours”, with a podcast-series as a hub. Hosts Marte Stokstad and Knut Folkestad (which we were able to borrow from Norway’s largest radio show, “9timen”) talked to five profiled and interesting celebrities about what they thought they needed to stack up to survive 72 hours in isolation, and how they thought they would react to such a situation.
The podcast-series also constituted a historical content-collaboration with the non-commercial, state
broadcaster, NRK (equivalent to BBC). Usually NRK are very wary of anything that smells of promotion, PR or commercial messages, but being the designated emergency-channel in Norway, the collaboration made sense also for them. Being part of the largest and most trusted broadcaster’s podcast-platform would secure great awareness and distribution for us.
To further promote “72 hours”, we created a promo-film with three other profiles from NRK. They
were challenged to shop what they believed they needed for a 72 hour-survival kit. Needless to say, they failed miserably. The film, however, did not – being seen by more than 150 000 people within few days.
Simultaneously, all other campaign elements, such as posters in public offices and areas, infomercials in social media, etc, was distributed. All this while we made sure to get the theme on the agenda through a massive PR race. It even ended up with the presenter of one of the most popular TV-shows in Norway closing herself inside her apartment, completely unprepared, to see how it she would cope for 72 hours.
As a result of this campaign, 78 % of the Norwegian population are now aware of the authorities’ advice and recommendations for self-preparedness.