THE SWEDISH CIVIL CONTINGENCIES AGENCY: PARENTAL MULTITASKING

Credits & Description:

Type of entry: Technique

Category: Best Use of Digital PR

Advertiser: THE SWEDISH CIVIL CONTINGENCIES AGENCY

Product/Service: PUBLIC SERVICE

Agency: PRIME Stockholm, SWEDEN



Key Account Manager: Lisa Hedin (Prime)

Project Manager: Shirin Hirmand (Prime)

Art Director: Olle Thunberg (Prime)

Creative Director: Peter Lindgren (Prime)

Media Specialist: Anna-Karin Grenninger (Prime)

Film Producer: Erik Håkansson (Mandarin)

Film Producer: Tobias Nilsson (Mandarin)

Production Manager Web: Sofia Bredenberg (Oakwood Creative Digital Agency)

Creative Manager Web: Sebastian Broms (Oakwood Creative Digital Agency)

Web Developer: Emil Säll (Oakwood Creative Digital Agency)



Describe the campaign/entry

Our objective was to make parents recognize that distraction is the main cause of home accidents among children, and in doing so, reducing the number of accidents. Together with a psychologist, specialized in risk and crisis psychology, we pinpointed that the main cause of accidents is the lack of parental supervision. The strategy of the campaign was to relate to parents rather than to educate them. In order to do so we developed an interactive film that mirrored the daily distractions of being a parent as well as showing them how easy it is to loose focus of your children - no matter how good of a parent you are.





An interactive webfilm was launched that dramatized potentially hazardous situations in split screen, mirroring the stressful everyday life of being a parent. At the end parents got a “risk profile” showing them what dangers they were good at spotting as well how they could improve. The campaign was in the top news of Sweden’s biggest commercial TV channel and discussed for 7 minutes on Sweden’s largest morning show as well as in social media and on blogs. Resulting in a 750 % return on investment.



Describe the brief from the client

Our objective was to make parents recognize that distraction is the main cause of home accidents among children, and in doing so, reducing the number of accidents. The campaign needed to be adapted to today's digital parent therefor the goal was to develop an information tool adapted to a modern media consumer, media reach and increased level of engagement on the The Swedish Civil Contingencies Agency’s website for home safety.







Results





The interactive web film became a new information tool for the Swedish Civil Contingencies Agency which was adapted to today's media consumer. During the campaign period, traffic to the Swedish Civil Contingencies Agency’s website for home safety increased by 146% compared to the average number of visitors.



The campaign had a media reach of 1,6 million. It was in the top news of Sweden’s biggest commercial TV channel and discussed for 7 minutes on Sweden’s largest morning show as well as in social media and on blogs. Resulting in a 750 % return on investment.







Execution





To illustrate that distraction as the main cause of home accidents among children, we developed an interactive web film. Together with a psychologist, we studied common risks along with circumstances in which accidents often occur, which were then dramatized in the film.



The film was divided into four acts where various scenes were played simultaneously in split screen, forcing the user to focus on the scene that needed most attention. After each act an infografic showed which situation had gotten most attention, followed by a question related to the scene.



At the end the user got a shareable "Risk Profile" which showed what risks they were good and less good at spotting.



The outset for the channel strategy was to create PR-reach in broad national media, as well as a web TV-spot to promote and drive traffic to the website.







The Situation





Between 1997 and 2009 serious injuries among young children increased by 51%. Statistics show that the main cause of home accidents among young children is lack of supervision and that just few seconds of distraction can lead to serious injuries.







The Strategy





Together with a psychologist, specialized in risk and crisis psychology, we pinpointed that the main cause of accidents is the lack of parental supervision. This is due to parents being more distracted as a result of more people living a modern lifestyle.



The strategy of the campaign was to relate to parents rather than to educate them. In order to do so we developed an interactive film that mirrored the daily distractions of being a parent as well as showing them how easy it is to loose focus of your children - no matter how good of a parent you are.