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About the Work
Civil Rights Defenders is a Swedish human rights organization that works to counteract this development and secure democracy around the world. How could we bring Civil Rights Defenders work into focus and make democracy feel like a matter of priority for Swedes, in the midst of the most intensive time of the year? Christmas.
We did it by tapping into one of the hottest topics for Swedes - the Christmas holiday. In 2022, the tour operators predicted new, better times after the corona crisis. Unfortunately, many of Swedes most popular beach destinations are dictatorships. We found out that Swedish tourists actually contributes 1.8 billion euros every year when vacationing in autocratic countries. Money that supports the regime and undermine democracy.
The solution was to develop Oppression Offset. A digital tool that, with the help of a unique algorithm, calculates the real cost of offsetting of a trip to a dictatorship.
The digital tool was integrated in CRD’s website and used a new, uniquely developed algorithm. The algorithm is based on the length of the trip, average cost per day during trips abroad, the VAT rate and how autocratic the country is. The tool is based on the largest democracy index in the world. A higher degree of dictatorship leads to a higher compensation.
Oppression Offset created global media coverage and became CRD's most shared campaign ever. In addition to 96% more visitors on website, a total reach of 35.9 million people, and a whopping 29.5 million earned reach in social. The engagement spread through thousands of private social media posts, news media and political magazines like Politico. The campaign also created a large increase in interest for the organization and the number of Google searches on Civil Right Defenders increased by 148% compared to the quarter before the campaign was launched.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Prime Weber Shandwick / Stockholm
Client / Brand
Civil Rights Defenders / Stockholm
Copywriter
Inez Härneman
Jonas Axelson Fisk
Creative Director
Petter Lublin
Designer
Åsa Skyttle
Kalle Mattsson
Planner
Lisa Ström
Project Manager
Ella Stork
Digital Communications Manager
Kristina Wicksell Bukhari
Donor Success Officer
Amanda Törnblom
Head of Fundraising
Anna Magnard
Junior Strategist
Jonathan Gustafsson
Key Account Manager
Hanna Dahlborg
Marketing & Campaign Lead
Mikael Ehrlington
Marketing Officer
Erik Helldén
PR Specialist
Victor Grundén
Senior Media Specialist
Daniel Wahlström
Strategic Communications Manager
Catrin Söderberg
Strategic Digital Communications Officer
Emmy Blad Jokinen
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