The One Show
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Category
Integrated Campaign
Annual ID
OS23_IG027M
About the Work
SUMMARY
Over 17 million people in Ukraine have been forced to leave their homes. 90% of those who have left the country are women and children. Left in Ukraine are men in ages eligible to serve in the military - men who are someone's father, brother, boyfriend or friend. “Not Delivered” alludes to the fact that children are afraid that the worst thing has happened to their fathers who have stayed to fight for their country. The feeling of not knowing if they are alive or not is highlighted by the red colored words underneath the text message: Not Delivered.
BACKGROUND
UNHCR is globally responsible for protecting all people forced to flee. Due to the escalation of the war in Ukraine millions of families are being separated. In order to increase funds Sweden for UNHCR aimed to raise awareness around the reality for refugees in and around Ukraine. Both towards the general public and the specific target audience.
SOLUTION
Sweden for UNHCR shows the horrifying situation for families that have to flee Ukraine, where two words on the mobile screen could mean that the worst has happened. Evoking the anguish that can cause a loved one, not knowing the reason for the failure and fearing the worst. To accompany the campaign, Swedish Idol winner, Tusse remade the song “Letter from Lillan” by Swedish musician Evert Taube, about a girl writing a letter to her father asking him to come home.
RESULTS
The campaign performed +63% above index in giving intent, increased the brand awareness by 40% and brand liking by 71% for the target audience. The campaign created an increase in brand preference of 50%, as compared with people who had not seen the campaign, and contributed to the over 1.4 billion SEK being donated to Sweden for UNHCR since the beginning of the Russian attack.
Over 17 million people in Ukraine have been forced to leave their homes. 90% of those who have left the country are women and children. Left in Ukraine are men in ages eligible to serve in the military - men who are someone's father, brother, boyfriend or friend. “Not Delivered” alludes to the fact that children are afraid that the worst thing has happened to their fathers who have stayed to fight for their country. The feeling of not knowing if they are alive or not is highlighted by the red colored words underneath the text message: Not Delivered.
BACKGROUND
UNHCR is globally responsible for protecting all people forced to flee. Due to the escalation of the war in Ukraine millions of families are being separated. In order to increase funds Sweden for UNHCR aimed to raise awareness around the reality for refugees in and around Ukraine. Both towards the general public and the specific target audience.
SOLUTION
Sweden for UNHCR shows the horrifying situation for families that have to flee Ukraine, where two words on the mobile screen could mean that the worst has happened. Evoking the anguish that can cause a loved one, not knowing the reason for the failure and fearing the worst. To accompany the campaign, Swedish Idol winner, Tusse remade the song “Letter from Lillan” by Swedish musician Evert Taube, about a girl writing a letter to her father asking him to come home.
RESULTS
The campaign performed +63% above index in giving intent, increased the brand awareness by 40% and brand liking by 71% for the target audience. The campaign created an increase in brand preference of 50%, as compared with people who had not seen the campaign, and contributed to the over 1.4 billion SEK being donated to Sweden for UNHCR since the beginning of the Russian attack.
2023 Awards
Total Points: 3
Merit
Credits
Agency
OKTO / Stockholm
Production Company
Slutet är nära / Stockholm
Art Director
Ellinor Ekström
Copywriter
Emma Kirsch
Creative Director
Nick Christiansen
Designer
Mikaela Källgren
Strategist
Sebastian Elmblad
Client Director
Emanuel Lantz
Editorial Manager
Robin Alvarsson
Head of Communication
Ulrika Nilsdotter-Brühl
Head of Private Fundraising
Jenny Weville
Manager Brand & Campaigns
Ulrika Belin
Project Lead
Astrid Wassén
Project Lead Fundraising
Erik Hjalmarsson
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