Title | IN THE NAMES OF EQUALITY |
Brand | RÄTTVISEFÖRMEDLINGEN & FREDRIKA BREMER ASSOCIATION |
Product/Service | GENDER EQUALITY |
Category |
B02. Use of Audio Platforms |
Entrant
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Idea Creation
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Idea Creation 2
|
ANR BBDO Stockholm, SWEDEN
|
Production
|
BKRY Stockholm, SWEDEN
|
Production 2
|
FLICKORNA LARSSON Stockholm, SWEDEN
|
Credits
Urban Wirdheim |
ANR BBDO |
Copywriter |
Fabian Lakander |
ANR BBDO |
Art Director |
Andreas Lönn |
ANR BBDO |
Creative Director |
Jenny Canborn |
ANR BBDO |
PR-Specialist |
Hilda Carlsson |
ANR BBDO |
Account Manager |
Maria Fager |
ANR BBDO |
Account Director |
Camilla Rosenzweig |
ANR BBDO |
Final Art |
Jacob Nathanson |
ANR BBDO |
Photographer |
Magnus Jakobsson |
Åkestam Holst NoA |
Creative Director |
Oskar Pernefeldt |
Åkestam Holst NoA |
Art Director |
Linus Bronge |
Åkestam Holst NoA |
Art Director |
Daniel Vaccino |
Åkestam Holst NoA |
Copywriter |
Lina Engler |
Åkestam Holst NoA |
Account Director |
Mimmi Morén |
Åkestam Holst NoA |
Account Manager |
Hanna Brochs |
Åkestam Holst NoA |
Digital Strategist |
Ida Persson |
Åkestam Holst NoA |
PR Strategist |
Stina Hansson |
Åkestam Holst NoA |
Strategist |
Lisa Rabe |
Åkestam Holst NoA |
Strategist |
Anna Forsberg |
BKRY NoA |
Graphic Designer |
Lotta Person |
BKRY NoA |
Graphic Designer |
Henrik Adenskog |
BKRY NoA |
Producer |
Nisse Axman |
BKRY NoA |
Motion Designer |
Alex Picha |
BKRY NoA |
Digital Producer |
Fredrik Lindh |
BKRY NoA |
Web Designer |
Julia Ohlström |
Rättviseförmedlingen |
Brand Manager |
Henrik Fröjmark |
Rättv |
CEO |
Christina Knight |
Fredrika Bremer Association |
Board Member |
Miriam Kollberg |
Fre |
COO |
Why is this work relevant for Media?
Our campaign turned the medium into our message. It started with a broadcast on a Swedish radio frequency scanned by the Armed Forces, the Police and the emergency services. On this frequency, we presented a proposal for a new Swedish spelling alphabet – a more equal and diverse replacement for the old one, that has consisted of only traditional male names for over a 100 years. Starting from this stunt, we used an integrated campaign to expand our story, create a nationwide debate and strike a blow for a more diverse and inclusive communication tool.
Background
How do you raise maximum awareness around the subject of gender equality and diversity in a country like Sweden? The Swedish spelling alphabet, the equivalent to the NATO phonetic alphabet, is used by all major authorities to communicate over radio. But it still consists of only traditional male Swedish names, and does not reflect society as it is today. Rättviseförmedlingen and Fredrika Bremer Association, two non-profit organisations with a mission to help clients achieve better gender and cultural representation, decided to launch a new version with a more equal and culturally inclusive balance of names. The campaign aimed to spark a debate, giving the clients a much-needed opportunity to shed light on the importance of diversity and representation in a progressive society.
Describe the creative idea / insights (30% of vote)
The Swedish spelling alphabet, the equivalent to the NATO phonetic alphabet, is used by all major authorities to communicate over radio. Since its origin in 1891, it has consisted of only traditional male names – a relic of a time when only men were given full citizenship and opportunities in society. Therefore, we decided to launch a new and more balanced version, including both female and culturally inclusive names. Together with linguistics scholars at Lund University and Stockholm University, we produced a new proposal in the form of 29 updated names that reflect how Sweden actually looks and sounds today. Our suggestion was first transmitted on a radio frequency scanned by the public authorities we wanted to reach – such as the Armed Forces, the Police and the emergency services.
Describe the strategy (20% of vote)
The strategy was to amplify our message through targeting. The Swedish spelling alphabet is used daily over radio by large employers such as the Swedish Armed Forces, the Police and the Coast Guard. In order to reach these organisations in an impactful way, our new proposal was first transmitted on a radio frequency scanned by the very authorities we wanted to reach.
This challenging message to big employers enabled us to start a bigger conversation, and help our message reach beyond the original recipients, putting questions like diversity and representation in the media spotlight and showing the unequal structures hidden in our language.
Describe the execution (20% of vote)
Together with linguistics scholars at Lund University and Stockholm University – we produced a new proposal in the form of 29 updated names that reflect how Sweden looks and sounds today. The alphabet was constructed with the same number of syllables as the previous one. It was also tested to ensure the same level of audibility over radio. On 27 September, 2018, the proposal was transmitted on a radio frequency on the AM-band that is scanned by the very authorities we wanted to reach. The radio message worked as the cornerstone of an integrated campaign spread over a variety of touchpoints (OOH, print ads, SoMe, etc.), creating a rich brand experience and a major PR footprint.
List the results (30% of vote)
The campaign did not only reach Swedish authorities, as it was also picked up by all the major news channels. It seemed like everyone had an opinion, as it became the most liked, shared, debated and talked about subject in the whole country. Suddenly questions like equality and representation was talking points around dinner tables and in workplaces all over Sweden. The campaign reached 23 million media impressions (in a country of only 10 million) and an earned media value of USD 1 million. It also became evidently clear, that although Sweden has come a long way when it comes to gender equality, it’s not nearly far enough.