Hjarnfonden: Change Hand

Credits & Description:

Client: Hjärnfonden (Swedish Brain Foundation)
Product: Stroke Awareness
Entrant: Volontaire Stockholm, Sweden
Title: Change Hand
Product/Service: Stroke Awareness
Entrant Company: Volontaire Stockholm, Sweden
Advertising Agency: Volontaire Stockholm, Sweden
Press And Market Director: Sophie Ternheim (Hjärnfonden)
Account Director: Carl Unger (Volontaire)
Planner: Sara Ekholm (Volontaire)
Digital Producer: Andreas Hård Af Segerstad (Volontaire)
Digital Producer: Philip Cristofor (Volontaire)
Creative Director: Rasmus Nilsson (Volontaire)
Copywriter: Anna Werkell (Volontaire)
Art Director: Lucas Lima (Volontaire)
Art Director: Martin Steen (Volontarie)
Designer: Kalle Mattsson (Volontaire)
Pr Strategist: Christian Åkerhielm (Volontaire)
Pr Strategist: Viktor Bolin (Volontaire)
Web Developer: Andreas Bohman (Freelance)
Account Director: Jenny Hagblom (Volontaire)
The Brief
The goal was to increase knowledge and understanding for stroke, and how hard it is to get the rehabilitation therapy you need to recover.
Signatures: 50,000
Visitors on the site: 100,000
PR Value:
000,000 SEK (calculated at three times the ad value)
Increased interest for The Swedish Brain Foundation (based on Google searches) – 20 per cent more than previous peaks.
Total ROI on invested media budget: 400 per cent (estimated on the PR value alone).
Creative Execution
After The Swedish Brain Foundation developed the five demands to ensure better stroke rehabilitation therapy together with two prominent stroke researchers, we needed to get them noticed.
We created a site where we challenged the visitors to sign a petition for better stroke rehabilitation and support the five demands we’ve found essential to improve the situation – and they had to sign it with heir opposite hand instead of the hand they regularly use. To write with your opposite hand is hard – thus gives direct insight on the hardships of having to relearn every day things like writing your name, which is the case for many people who suffers a stroke.
We targeted national media in order to get the initiative coverage all over Sweden.
We didn’t invest in any advertising for the campaign. We didn’t buy any reach by pushing posts on Facebook or through bought collaborations.
Signatures: 200,000
Visitors on the site: 400,000
PR Value: 1
000,000 SEK (calculated at three times the ad value)
Increased interest for The Swedish Brain Foundation (based on Google searches) 89 per cent more than previous peaks.
Total ROI on invested media budget:
400 per cent (estimated on the PR value alone).
By letting people experience how life can change after a stroke, we managed to raise awareness and increase both understanding and knowledge about a very complicated disease.
It’s easier to relate to something we have experienced. So, we needed to make Stroke more tangible. The target group knew little about life after a stroke, we had to help them really understand – especially what it means to not get what you need to recover. By letting people experience how life can change after a stroke, we wanted to spread knowledge and understanding about Stroke and the five demands for better stroke rehabilitation. Thus presenting the problem, getting the target group to experience it and giving them an opportunity to act on it immediately and easily share and participate in it.