MORE ACTIVE THAN YOU!

ClientESTONIAN HEALTH INSURANCE FUND
TitleMORE ACTIVE THAN YOU!
Product/ServiceESTONIAN HEALTH INSURANCE FUND
Entrant OPTIMIST GROUP Tallinn, ESTONIA
Idea Creation OPTIMIST GROUP Tallinn, ESTONIA
Production KUUKULGUR FILM Tallinn, ESTONIA
Credits
Name Company Position
Oliver Lomp Optimist Creative Creative Director
Bruno Palmik Optimist Creative Art Director
Kadri-Liis Nikopensius Optimist Creative Project Manager
Andres Maimik Kuukulgur Films Director

Why is this work relevant for Integrated?

The campaign's aim was raising awareness. To get people to our campaign site, we used mini-documentaries that aired on social media, short TV clips, outdoor, print, radio and online adverts. As a result of this we were able to get the whole country talking, making the main heroes minor celebrities. Media publications interviewed them, various TV channels showed clips and visuals in the news and in other shows.

Background

Estonians aren’t moving enough. Only 7% practice at least half an hour of health sports every day, while nearly a quarter of the population are not moving at all. The result of this – significantly increasing our risk of getting heart disease.
 The Estonian Health Insurance Fund wanted to raise awareness about this problem and shake up the Estonian population.

Describe the creative idea

We discovered that we constantly hide behind pseudo-excuses: I don't have time, I'm not fit for training, it's expensive to practice. The aim was to make people wonder about whether their excuses for not moving enough were really justified. To do that we used three heroes: Matz Topkin, a swimmer born with no hands and only one healthy leg, Jakob Rosin, a hiker who was born blind and Marathon runner, Rein Pärn, who is 78 years old.

Describe the strategy

The campaign was meant to touch the whole country, but in a positive and motivating way. The visuals were meant to be as powerful as they get and with no shame. For example, visuals of Matz Topkin, a swimmer born without arms and just one healthy leg, made people think whether their reasons for not exercising really are valid. Three videos were made so, that in the first 20 seconds viewers would not see that our hero also had to deal with a disability.

Describe the execution

The campaign lasted three weeks. In addition to the main channels we also invited people to join our Endomondo group – to make them move right away and do it together. Because Estonia's winters are really cold, the campaign was aimed to start at spring, so people have more opportunities to be active.

List the results

In a country with a population of just 1.3 million, our online videos got more than 150 000 views and people eagerly shared our content. More than 14 000 unique users visited the campaign page. Our campaign fans covered almost 50 000 km during the campaign. As part of the campaign, the mini-documentary-style social media clips quickly became known across Estonia and the main heroes became minor celebrities. Media publications interviewed them, various TV channels showed clips and visuals in the news and in other shows. The heroes of the campaign have been presented as an example in several conferences. After the campaign, Matz Topkin was seen as a role model by many Estonian athletes and public figures. The campaign inspired Nike, who invited Matz Topkin to perform at the Nike Baltics Conference.