THE SWEDISH CIVIL CONTINGENCIES AGENCY: LUCK WON'T DECIDE

Credits & Description:

Advertiser: THE SWEDISH CIVIL CONTINGENCIES AGENCY
Agency: PRIME
Category: Public Health & Safety, Public Awareness Messages
Project Manager: Shirin Hirmand (Prime)
Key Account Manager: Lisa Hedin (Prime)
Publicity Specialist: Louise Sallander (Prime)
Creative/Art Director: Olle Thunberg (Prime)

Implementation
We started by analyzing what information was necessary to survive a disaster. That information was then dramatized in a plausible crisis scenario, and finally, put into a format we hoped would be both interactive and fun – an unusually large scratch lottery ticket. An opening scenario was presented to users, which ended with a question. Users could then scratch one of three possible answers. A wrong answer prompted a new try until the correct answer was selected and the player could continue. This ensured that all relevant information was conveyed.

Execution
To get carefree eighteen year olds to learn about emergency preparedness, we put them in a realistic disaster situation and let them decide how they would respond when basic societal functions start failing. By letting them test their abilities in a disaster situation we showed them how being prepared can make the difference between life and death. In using a big scratch lottery ticket we were able to transform direct mail into a fun and engaging learning experience.

Outcome
To measure the effectiveness of the campaign an annual survey among the target group is conducted. The results exceeded our expectations making it the Swedish Civil Contingencies Agency’s most successful DM.-87% recalled the DM (up by 30 % compared to the previous year)-93% found the information clear and concise (up by 44%)-84% found the information in the DM to be interesting and relevant (up by 50%)-81 % said their knowledge about emergency preparedness had increased (up by 47%)-Total media reach was 10.7 million which gives an ROI of 328%

Client Brief Or Objective
The Swedish Civil Contingencies Agency is required to annually inform all eighteen year olds of their responsibilities during a national crisis, and direct mail is a mandatory part of the campaign. The main objective of the campaign is to increase the knowledge about emergency preparedness in the target group. Eighteen-year-olds are however a tough crowd to please, aside from their distracted teenage lives, research shows they consider themselves lucky enough to survive almost anything. They also want their communication: interactive, concrete and engaging.