2021 Social & Influencer

ROLL UP YOUR SLEEVE

TitleROLL UP YOUR SLEEVE
BrandTHE SWEDISH ASSOCIATION OF COMMUNICATION AGENCIES – KOMM!
Product/ServiceA VACCINATION INITIATIVE
Category A02. Healthcare
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Idea Creation 2 THE AMAZING SOCIETY Stockholm, SWEDEN
PR MICAEL BINDEFELD AB Stockholm, SWEDEN
Production SKARP Stockholm, SWEDEN
Post Production SKARP Stockholm, SWEDEN
Credits
Name Company Position
Helena Westin the Swedish association for advertising - KOMM! Project Leader
Linda Nilsson the Swedish association for advertising - KOMM! CEO
Tobias Franzén the Swedish association for advertising - KOMM! Board member
Jesper Kling the Swedish association for advertising - KOMM! Vice Chairman
Melina Aristidou the Swedish association for advertising - KOMM! Board member
Melina Aristidou the Swedish association for advertising - KOMM! Board member
Henrik Matsers the Swedish association for advertising - KOMM! Board member
Therese Bohlin the Swedish association for advertising - KOMM! Board member
Roshanak Fatahian the Swedish association for advertising - KOMM! Board member
Martin Hugoson the Swedish association for advertising - KOMM! Board member
Andreas Dahlqvist NORD DDB CEO / CCO
Nina Friman NORD DDB Art Director
Anna Boberg NORD DDB Copywriter
Tobias Bergenwall NORD DDB Creative Producer
Staffan Slörner NORD DDB Client Director
Peter Daanielsson NORD DDB Graphic Designer
Gustaf From NORD DDB Graphic Designer
Fredrik Kjällström NORD DDB Graphic Designer
Björn Rietz Rietz Works Creative Director
Matilda Hansson The Amazing Society Content specialist
Sara Petersson The Amazing Society Copywriter
Susanna Hillborg The Amazing Society Project Leader
Nils Nyebølle The Amazing Society Project Manager
Andreas Callander The Amazing Society Digital media specialist
Oscar Gyllenberg The Amazing Society Digital media specialist
Henrik Jansson The Amazing Society Planner
Christina Knight The Amazing Society ECD
Robin Hallgren The Amazing Society Media strategist
Ali Alsalem The Amazing Society Editor
Carin Stegen The Amazing Society Motion designer
Ebbe Sundberg The Amazing Society Producer
Rebecka Zellman The Amazing Society Motion design intern
Tobias Franzén The Amazing Society CEO
Mattias Edwall Skarp Agent Photographer & Director
Andrea Hasselrot Skarp Projects Producer
Micael Bindefeld Micael Bindefeld AB PR strategist
Annika Hesselman Micael Bindefeld AB Senior consultant
Kristina Stjerna Micael Bindefeld AB Executive assistant
Tiyoneh Jah Micael Bindefeld AB PR consultant
Karolina Sturén Afonso Project Leader
Erik Jacobson Afonso UX designer
Adin Ehnsiö Afonso Developer
Roshanak Fatahian AllofUs Strategist
Ahmed Abdirahman The Global Village CEO
Alexander Kloow Society Icon Consultant
Marcus Börjel Society Icon Consultant
Frida Nordqvist United Influencers Consultant
Sara Forssberg Aller Media Consultant
Kaah and Janice Kaah and Janice Freelance Songwriters
Call4U Call4U Call4U Community management
Rami Khoury Freelance Translator
Mohsen Babakhani Freelance Translator
Yasmine Abdullahi Freelance Translator
Zewdi Assefaw Freelance Translator
Sylvia Ziemski Freelance Translator
Evin Findik Freelance Translator
Melissa Avalos Freelance Translator
Mia Högfeldt Mia Högfeldt Make Up Artist
Richard Ortega Richard Ortega Photographer assistant
Nigel Perry Nigel Perry Photographer assistant
Daniel von Malmborg Daniel von Malmborg Photographer assistant
Jesper Hammarbäck Lush Retusch & Grading
Mattis Gustafsson Mattis Gustafsson Film editor

Why is this work relevant for Social & Influencer?

#RollUpyoursleeve was created in response to worrying reports about Swedes growing un-willingness to get vaccinated. When the government chose to inform about the risks of refusing the vaccine, KOMM (the Swedish association of communication agencies) decided to lead with example. Because people tend to repeat other people’s action - not do as they are told. It quickly became the largest influencer campaign in Swedish advertising history. Which resulted in a movement much more powerful than the anti-vax community could ever dream of.

Background

#RollUpyoursleeve was created in response to worrying reports about Swedes growing un-willingness to get vaccinated - as surveys showed that 21.8% were undecided and hesitant. A direct result of medias focus on the anti-vax community and a number that could prolong the pandemic if left undisputed. So when the government chose to inform about the risks of refusing the vaccine, KOMM (the Swedish association of communication agencies) decided to lead with example. Because people tend to repeat other people’s action - not do as they are told. We're group animals after all. #RollUpyoursleeve quickly became the largest influencer campaign in Swedish advertising history. Based on hope and solidarity; free from fear. Which resulted in an action-taking movement much more powerful than the anti-vaxxers could ever dream of.

Describe the creative idea (30% of vote)

The idea was was simple. In order to infuse the vaccine debate with positivity and hope, we portrayed the simple act of rolling up your sleeve through people with the power to motivate others. Based on the fact that people tend to repeat other people’s action, rather than do as they are told. The encouraging message to #RollUpyoursleeve was at the core of each campaign unit. Accompanied by well-known and beloved faces that symbolize different communities and parts of the Swedish population. An important fact, since overcoming a pandemic is a group activity. Where no individual is more important than his/her/their neighbour.

Describe the strategy (20% of vote)

#RollUpyoursleeve was created in response to worrying reports about Swedes growing un-willingness to get vaccinated. When the government chose to inform about the risks of refusing the vaccine, KOMM (the Swedish association of communication agencies) decided to lead with example. Because people tend to repeat other people’s action - not do as they are told. It quickly became the largest influencer campaign in Swedish advertising history. Completely free from monetary interest. The campaign was translated into the seven most used languages in Swedens diverse population. Reflecting the faces of the campaign, as well as the audience they engage with. Through a mix of broad and targeted media, traditional and social channels, #RollUpyoursleeve was made available to everyone in doubt. No matter their location. No matter their media habits.

Describe the execution (20% of vote)

The campaign was live between 24/5-8/8 2021, with its launch and heaviest media purchase focused from week 21 to week 24. We went big and broad with 95 executions across several channels: OOH, DOOH, Eurosize, Billboards, Transit, Print, Social Media (Instagram, Facebook, Snapchat, TikTok, Youtube etc), OLV, TVC and Display banners. #RollUpyoursleeve included 65 beloved profiles, representing different communities and fan bases, with messaging in the 7 most used languages in Sweden. The launch was timed to when mass-vaccination became available at the end of April 2021.

List the results (30% of vote)

#RollUpyoursleeve created a powerful movement that acted on driving the change that was needed. The campaign observation reached +200% above the category norm, with a message understanding at +18% above category norm. Resulting in a positive reception at +39% above category norm. With 192 articles written in 4 weeks, it gained 76.9M in editorial media impressions. Thanks to the 65 influencers and their contribution, we reached 76.9M earned social media impressions. With a # that still is being used as more people gets their vaccine, and roll up their sleeves for each other. But the most important success showed up in June - when the number of undecided vaccine-takers had dropped by 3.85%.