Don't be infected by stupidity
Campaign for the County Administrative Board of Östergötland and Region Östergötland
The assignment
Insight work
Concept development
Motion graphics
Social media
Campaign
Targeted Covid-19 campaign
During the rapidly increasing spread of Covid-19 in Östergötland in the fall of 2020, Generation Z was in focus. The Östergötland County Administrative Board and Region Östergötland hired Byn to develop a campaign that would get young people to follow the restrictions.
In October-November 2020, the spread of Covid-19 increased dramatically in Östergötland. Studies also showed that young people in Generation Z, in particular, had become less able to follow the restrictions. The Östergötland County Administrative Board and Region Östergötland contacted the Village to quickly develop a campaign to reduce the spread of infection and get more people, especially young people, to follow the current restrictions. And it was urgent.
The Village’s client, the Östergötland County Administrative Board, joined forces with Region Östergötland to quickly develop a campaign to get the target groups to follow current recommendations and act in a way that did not increase the risk of spreading the infection.
Generation Z
Generation Z is a heterogeneous target group, where different arguments can be assumed to appeal to different individuals. What many in the target group have in common is the desire to fit in in the right way. They don’t want to stand out or appear uninformed. Our analysis of the target group shows that it is easy to give in to peer pressure and go along to a party, a shopping trip or a simple cozy evening with friends, even though you know that it is precisely these situations that cause the spread of infection.
There is a “Fear of missing out” – a fear of not being in the right place. Therefore, the communication affirmed the target group’s motivations to have fun – but set them against the potential cost. Not fitting in and appearing uninformed was summarized in the word stupidity in the campaign theme “Don’t be infected by stupidity”.
The Campaign
It’s fun to go to a party, but is it THAT fun that you want to risk contributing to the increased spread of infection?
To reach the target group, media was chosen that could be targeted both geographically and towards the selected age segments. The emphasis was on social media, with a strong focus on Instagram.
But we also chose to publish the Out-of-home campaign, for example on billboards near “risk areas” (malls, nightclubs, public transport). In addition to achieving high targets through reach, interactions and shares via social media, the campaign also had a good impact in the media. “Don’t be infected by stupidity” was reprinted in all major local and regional media.
Evaluation
The campaign was very successful. In addition to reach, interactions and shares via social media, it also had a good impact in the media and was covered in all major local and regional media. The campaign reached
very high targets for reach, both organic, shared and purchased.
Among the KPIs that were followed up for social media, the following are notable:
Total organic reach:
213,181
Total paid reach:
450,000
Total interactions and shares:
17,975
Two weeks after the start of the campaign, Region Östergötland reported that the number of new infections in Östergötland had been halved. This is of course not solely due to the campaign, but the general opinion of the Region and the County Administrative Board is that it contributed significantly.