| Title | INGAME |
| Brand | THE MENTAL HEALTH FOR YOUTH ORGANIZATION |
| Product/Service | THE MENTAL HEALTH FOR YOUTH ORGANIZATION |
| Category |
E02. Social Purpose |
|
Entrant
|
HAUSMANN Oslo, NORWAY
|
|
Idea Creation
|
HAUSMANN Oslo, NORWAY
|
|
Media Placement
|
HAUSMANN Oslo, NORWAY
|
|
PR
|
HAUSMANN Oslo, NORWAY
|
|
Production
|
HAUSMANN Oslo, NORWAY
|
Credits
| Marcus Hassel |
Hausmann AS |
Art Director |
| Torkel Skjolden |
Hausmann AS |
Copywriter |
| Ida Fjeldbraaten |
Hausmann AS |
Chief Creative Officer |
| Tone Humblen |
Hausmann AS |
Chief Creative Officer |
| Terje Banken |
Hausmann AS |
Account Executive |
| Hege Kathrine Johannessen |
Hausmann AS |
Project Manager |
Background
Situation:
In Norway suicide is the most common cause of death for young boys.
The non-profit organization Mental Health for Youth believes the reason for this is that boys don't talk about their problems.
Brief:
How could we use social platforms to make it easier for boys to open up and make it safe for them to talk about their lives?
Objective 1:
Inspire boys to talk to each other, and to send the message that it's OK to talk about things that initially feel difficult and shameful.
Objective 2:
Put the mental health of young boys on the public agenda.
Describe the strategy
Research from Mental health organizations shows that many Norwegian boys are struggling with poor mental health: 1/3 does not finish high school on time, twice as many end up on social welfare today compared to ten years ago and suicide is the most common cause of death.
Mental Health Youth believes this is because they do not talk about their problems. Behavioral research show that it is easier to talk about difficult issues while doing something else.
The biggest social platform for the target audience, Norwegian boys aged 9 - 18, is gaming. 96% play computer games, with Fortnite as the biggest platform. If they don't play themselves, they watch their idols play on YouTube. While playing – it's common to talk to each other "ingame".
Approach: What if we could take this conversation to the next level, and help boys talk about difficult stuff while playing?
Describe the execution
We went to the target groups platform Fortnite and teamed up with one of the worlds greatest Fortnite-gamers (and a pretty huge celebrity among the target group), Joakim "Noobwork" Haraldsen and radio-host known from NRK p3 (a channel aimed for young people) Niklas Baarli. Together, we created the YouTube-series "Ingame" - a talkshow inside Fortnite where boys could talk anonymously through their game character. Through five Fortnite episodes we invited boys between 12 and 17 to play video games and talk about life while gaming.
Using these two a-bit-older influencers that also opened up in the conversation made it easy, relaxing and more fun for the boys to talk about the different topics that were discussed: family, love, body image, losing someone and friendship. The gaming-sessions was edited down to five 20-minute long episodes and posted on Noobworks YouTube-channel (one of Norways biggest channels) throughout November and December month.
List the results
With no budget Ingame managed to put the mental health of young boys on the public agenda through the biggest media channels in Norway: Tv, radio, magazines, newspapers and social media. Estimated news value €626.337.
60% of Norwegian boys within the target group watched the series on YouTube.
Season two is on its way!