IN THE NAMES OF EQUALITY

ClientRÄTTVISEFÖRMEDLINGEN & FREDRIKA BREMER ASSOCIATION
Category B02. Use of Audio Platforms
TitleIN THE NAMES OF EQUALITY
Product/ServiceGENDER EQUALITY
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
Name Company Position
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.