Title | ROLL UP YOUR SLEEVE |
Brand | THE SWEDISH ASSOCIATION OF COMMUNICATION AGENCIES – KOMM! |
Product/Service | A VACCINATION INITIATIVE |
Category |
D04. Social Behaviour |
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
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.
#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 neighbor.
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 of people that acted on driving the change that society 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.
(Source: Clear Channel)
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%.
Please tell us about the social behaviour that inspired the work
#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.
Every face is well-known and beloved; mostly in Sweden, sometimes globally. With people that speaks to several age groups, ethnicities, communities and fan bases - in 8 different languages. Because the act of overcoming a pandemic is a group activity. Where no individual is more important than his/her/their neighbor.