Istips!
Campaign for Räddningstjänsten Östra Götaland
The assignment
Ensure help is nearby
Annually, a number of Swedish individuals perish due to ice-related accidents. A significant proportion, 75 percent, are males exceeding 60 years of age. Räddningstjänsten Östra Götaland (The Östra Götaland Rescue Services) aimed to mitigate this risk. Our agency supported their initiative by creating a film series with senior male protagonists.
Older gentlemen often possess a wealth of practical advice. When engaging in ice fishing excursions, they offer invaluable insights on effective lures, maintaining warmth, optimal provisions, and related matters.
However, statistical evidence indicates that their guidance may not always be reliable concerning safety protocols.
This formed the basis of our film concept. We engaged a group of male actors of the appropriate age, gathered them in a cosy, wintry cabin, and asked them to provide advice on coffee, fishing lures, sauna bathing, and the like. Sound advice! But not the most effective.
In the final scene, Räddningstjänstens own ice safety expert provided the most crucial advice: to carry an ice pick, ice claws, a rescue line, warm clothing, and a waterproof mobile phone case. And, above all, the best tip of all – to bring along some companions.
Currently, films of varying durations are being distributed across social media platforms, serving as the foundation for the Östra Götaland Räddningstjänst specialised ice safety webpage.