Category A06. Not-for-profit / Charity / Government
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Production NORD DDB Stockholm, SWEDEN
Name Company Position
Andreas Dahlqvist NORD DDB Chief Creative Officer
Hanna Stenwall NORD DDB Creative Director
Anna Salonen NORD DDB Creative Director
Teodor Nisbel Fjäll NORD DDB Creative
Viktor Einarsson NORD DDB Creative
Marc Östlund NORD DDB Senior Creative Designer
Ylva Höckerlind NORD DDB Graphic Designer
Caroline Wetterholm NORD DDB Senior Client Director
Johanna Björnfot NORD DDB Project Director
Carin Sandström NORD DDB Production Manager
Karl Skoog The Swedish Brain Foundation Marketing Director
Lisa Kopp The Swedish Brain Foundation Brand- and Project Manager
Martina Fjellsson Draoui The Swedish Brain Foundation Press Manager
Anna Ökvist The Swedish Brain Foundation Neuroscientific Expert and Public Affairs

Why is this work relevant for Direct?

An important part of The Swedish Brain Foundation's mission is to increase knowledge about the brain in order to reduce the prejudices that often exist around brain-related diagnoses. The work is relevant for direct since non-profits generally have a hard time reaching out to people that aren't already invested in the purpose of that specific organization. In order to catch the attention of the broader population we needed to take a very different approach. And in its core, the organization is dependent on getting people to act. This by donating.


The Swedish Brain Foundation is a non-profit foundation without state support, who collects and distributes money for brain research and informing about the brain, its diseases, and disabilities. The brief was to create a print ad that increases the awareness of brain-related diagnoses and The Swedish Brain Foundation’s work amongst the broader population. And to raise money for research to their foundation. The print ad was published in Sweden's biggest traditional newspaper, using swear words in the headline to tap into the most common bias against Tourette's syndrome.

Describe the creative idea (30% of vote)

In Sweden, like in many other countries, the use of swearing in printed media is not allowed. But in a print with the purpose of raising money for Tourette's research, we found the perfect opportunity. Tourette’s Syndrome is particularly prone to prejudice in pop culture. So we created a print advert in Sweden’s biggest newspaper, using explicit verbal tics in the headline to tap into the most common bias against this very diagnosis. The obscene headline dared readers to actually read the body copy, where we explained this very common misconception about Tourette's. And in doing so, also challenging the reader to reflect on their own prejudice.

Describe the strategy (20% of vote)

We know that it's hard for non-profits to get new donors that doesn't have a personal connection to the issue. The target audience was specifically people who doesn't have a personal connection or experience regarding brain disease. More than one in three Swedes will have a brain disease at some point in their life - stroke, Alzheimer's disease, epilepsy, or anorexia to give a few examples. But in TV, books and films, Tourette's have most often been portrayed as a diagnosis that just makes you swear uncontrollably. This prejudice has been used frequently since it creates comic situations. But many Swedes don't know that uncontrolled swearing is only true for a small percentage of those who have Tourette's syndrome. So we utilized these common stereotypes to create awareness about this important issue. The call to action asked readers to donate in order to help us spread awareness on the issue.

Describe the execution (20% of vote)

We created a copy-based advert using explicit verbal tics in the headline to tap into the most common bias against Tourettes' Syndrome. Since the ad, which was run five times in total, was unconventional in its language, we made sure to publish it in the most traditional newspaper in Sweden - to get the biggest impact possible. And the choice of media placement had an unexpected positive effect.

List the results (30% of vote)

Although the ad was published in traditional media it became a social media phenomenon in Sweden amongst the broader population. The ad was shared mainly on platforms like Twitter and Instagram. It was photographed from the physical newspaper and shared on several digital platforms. For being a printed ad, it got an unexpected digital spread that went beyond the limitations of the medium and created discussion online that continued going on long after the ad was published. The ad generated over 2M impressions #2 on Twitter trending, Sweden Over 10,000 SEK in impromptu donations 41% higher than average in evoking positive emotion +14% new users to web +23% views on campaigns +11% total web traffic But most importantly, we got a bunch of new, unexpected donors without a personal connection to brain disease to actually invest both attention and money to the cause. A stunning +6,5% in total increased donations.