72 hours
Campaign for Norrköping Municipality
The assignment
Copy
Event
Layout
Concept
Production
Strategy
More people will cope with a crisis
Our modern society is vulnerable. Should a serious disruption occur due to extreme weather or another crisis situation, we know that the public is significantly less prepared than before in history. The Swedish Emergency Management Agency, MSB, issued clear directives to Swedish municipalities last year: all Swedes should be able to cope for at least three days if a crisis comes. With that recommendation in mind, Norrköping Municipality turned to us at Byn. Our assignment was to develop a concept to increase crisis preparedness among the public in Norrköping and Finspång.
The goal was for more residents in both municipalities to know that they should be able to cope for at least three days in the event of a crisis.
Part 1: Two people locked in a house
In the first part of the campaign, we simply locked the security manager Rikard and the emergency coordinator Nina in an isolated house without electricity, heating or running water for 72 hours. There they were tasked with testing and evaluating the authorities’ recommendations. We naturally documented everything, and with a well-thought-out content and PR work we shared this with the citizens. Among other things, Rikard and Nina broadcast live on Facebook and answered people’s questions.
The media was quick to jump in with their questions – the whole test received huge coverage in the press, TV and radio. Rikard and Nina probably never had time to get really bored, but spent a lot of time in the house being interviewed.
Part 2: Outdoor advertising, film and events
The campaign continued in December 2017, including an experience container in the city and a campaign film for social media and cinema. In addition, the city was covered with 60 outdoor posters for the campaign.
Benefit, fun and gold in the Swedish Content Awards
This type of assignment is what we at Byn are particularly passionate about. Where we get to work for sustainability and social benefit, and also do it using the full breadth of our expertise. After the campaign was completed, we were able to conclude that we got a lot out of it with a tight budget. It was a very strong impact, where we still, a few years later, notice that many people have seen the campaign and absorbed its content. The 72-hour campaign was also awarded Gold in the Swedish Content Awards 2018. Great!