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Category
Innovation in Public Relations
Annual ID
OS_PR17030S
About the Work
Brief: 60 000 kids are being bullied every year in Sweden. UR wanted to spark engagement on Facebook among young people, teachers, parents and influencers to change the status quo. Insight and solution: It’s hard to ignore someone else’s reality when it becomes your own. So lets bully as many as possible. Using virtual reality we produced a tool that makes bullying impossible to ignore. No matter who you are. To promote it we invited some of the most influential people in Sweden to experience the everyday reality of a bullied kid. Through virtual reality a new and shocking perspective of bullying was made available for everyone. Results: - 20% reach of the Swedish population in 4 days with a media budget of €400. - 236 000 people volunteered to be bullied in VR. - Teachers are requesting the project to be integrated into the school curriculum.
2017 Awards
Total Points: 15
Silver Pencil
Credits
Agency
McCANN Stockholm / Stockholm
Production Company
Colony / Stockholm
Giants & Toys / Stockholm
MediaMonks / Stockholm
Chief Marketing Officer
Carl-Johan Schultz
Designer
Petra Nilsson
Director
Måns Månsson
Editor
Hannes Falk
Stefan Ström
Producer
Erik Lindahl
Agency Producer
Maria Widström
Creative Team
Petra Wiik
Per-Olof Lundgren
Technical Producer
Bo Gustafsson
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