Norwegian Centre Against Racism: TEA TIME

Credits & Description:

Category: Charity and Not for Profit

Advertiser: ANTIRASISTISK SENTER

Product/Service: TEA TIME

Art Director: Hanne Martinsen (Dinamo)

Copywriter: Victoria Marie Evensen (Dinamo)

Copywriter: Stein Simonsen (Dinamo)

Art Director: Torstein Greni (Dinamo)

Account Executive: Maria Aas-Eng (Dinamo)

Account Manager: Charlotte Kristoffersen (Dinamo)

Photographer: Marcel Lelïenhof (Tinagent)

Director: Kristoffer Carlin (Paradox)

Producer: Henrik Henriksen (Paradox)

Radio Director: Villhelm Paus (Verdens Sterkeste Mann)

Radio Producer: Kristina Skogen Tangeraas (Verdens Sterkeste Mann)

Assistant: Jørgen Ødegaarden (Dinamo)

Media placement: Television - TV3, TV Norge - 1th Of February 2011

Media placement: Cinema - Capa - 1th Of February 2011

Media placement: Radio - SBS, P4, Spotify - 1th Of February 2011

Media placement: Print - Dagbladet, VG, D2, Aftenposten, And Other Magazines - 11th Of January 2011

Media placement: Facebook - Facebook - 11th Of January 2011

Media placement: Web - Dagbladet, HegnarOnline, DN, HM Media, Nettavisen, Aller Internett, Storby - 15th Of January 2011

Media placement: Private Homes - Private Homes Of Muslims Across Norway - 7th Of March 2011

Media placement: PR - TV2, NRK, Aftenposten, Dagavisen, Nettavisen, Several Blogs And Local Newspapers - 1th Of March 2011



Summary of the Campaign

A study shows that ethnic Norwegians fear Islam more than climate changes. Only 4% of Norway’s 5 million people are of Muslim origin. The Norwegian Centre Against Racism wanted a national campaign to address the prejudice and change the negative media focus.



The overall goal was to create an arena for all Norwegians to meet and give Muslims a reason to speak up.



We chose not to focus on how prejudiced people are, but rather on reasons not to be. The problem as we saw it, was that the everyday lives of Muslims were invisible to ethnic Norwegians. Our key insight: No one is less prejudiced than those who have visited a Muslim home. By using Muslims homes as our main media, we wanted to give everyone the chance to do just that.



Our idea? TeaTime: Engaging Muslims to invite their ethnic Norwegian neighbours home, for a cup of tea. And presenting some of them in a cross media campaign.



The campaign has become a huge success in Norway. With broad media coverage and thousands of people drinking tea in Muslim homes the goal of bringing Ethnic Norwegians and Muslims closer together has been achieved.



The Situation

A study shows that ethnic Norwegians fear Islam more than climate changes. Only 4% of Norway’s 5 million people are of Muslim origin. The Norwegian Centre Against Racism wanted a national campaign to address the prejudice and change the negative media focus.



The Goal

The overall goal was to create an arena for all Norwegians to meet and give Muslims a reason to speak up.



We chose not to focus on how prejudiced people are, but rather on reasons not to be. The problem as we saw it, was that the everyday lives of Muslims were invisible to ethnic Norwegians. Our key insight: No one is less prejudiced than those who have visited a Muslim home. By using Muslims homes as our main media, we wanted to give everyone the chance to do just that.



The Strategy

Facebook and Muslim homes were the center of the campaign. Advertising in a more traditional sense was used to support these channels. The PR-campagin arose from the activities in the homes of Norwegian Muslims. All of the attention the campaign got, both paid and deserved, was joined together at the Facebook page.



The overall goal was to create an arena for all Norwegians to meet and give Muslims a reason to speak up. To achieve this, our main strategy was to involve and engage Norwegian Muslims and to let them be the centre in the campaign. Therefore, it was important to mobilize them through meetings both before and during the campaign - drawing attention to the campaign.



Execution

The Facebook page attracted thousands of people within days after the launch and Muslims started to send out invitations. Soon after, people started meeting in Muslim homes all across Norway from Tromsø to Oslo. Invitations were sent not only to neighbours, but to public persons, politicians and bloggers, helping to draw massive attention to the campaign. One Muslim family even sent an invitation to the Royal Palace.

At the same time, ordinary Muslims was frontet in more classical advertising. All of these were launched simultaneously and directed the public to the Facebook page - all the while focusing on Muslim homes and the dialogue between Ethnic Norwegians and Muslims. The visits and the campaign also got broad media coverage in the news and different editorials - and people from other countries contacted us asking if they could start up similar projects in their homes.



Documented Results

The campaign has become a huge success in Norway. With broad media coverage and thousands of people drinking tea in Muslim homes, the goal of bringing Ethnic Norwegians and Muslims closer together had been achieved.

An editorial in Aftenposten, Norway's leading newspaper, called it "an outstanding project". Finally, the media had interesting stories to tell from the everyday life of Muslims.



The strength of the campaign is that Muslim homes are used as a channel and that the campaign rolls on its own - being just as simple and engaging as we wanted it to be.



The Norwegian Centre Against Racism wanted a national campaign to address prejudice against Muslims and change the negative media focus – and so far that is what "Tea Time" has managed.



The campaign will run throughout 2011, giving all Norwegians a chance to visit a Muslim home.