Project Description
Team
My Role
Awards
A campaign that speaks to all those who have an "idiot" they care about. The Danish Safety Technology Authority is calling on mothers, sisters, friends and everyone else to become "idiot rescuers" - and keep an extra eye on all the idiots they care about when the clock strikes twelve.
The problem
All statistics show that the group of young and adult men is not getting any wiser. They still get injured year after year. Young men think they are immortal. In other words, they are still idiots. But their mothers fortunately know that they are not immortal. That is the insight on which we have built the campaign.
Boys and men make up 85% of the 178 who were injured by fireworks last year. This is partly because they do not worry about their own safety on New Year's Eve, but fortunately there are others who do. That is precisely why the campaign speaks to women - and encourages them to take extra care of the many men they care about so much.
The solution
We call a spade a spade. Or in this case, an idiot for an idiot. It sounds harsh, but is said with a loving twinkle in the eye. Because as the film says, these idiots are easy to love, but hard to take care of. And it is precisely those who care about one or more idiots that we would like to activate as idiot rescuers on New Year's Eve.
The humorous approach is also expressed in the caricatured interpretation of a classic aid organization:
By making a caricatured parody of an aid organization, we can use humor to disarm a serious subject and show how absurd it is to be an idiot with gunpowder in his hands. Hopefully, this can arouse the desire to keep an extra eye on the idiots you care about. And we think it's fun to expose idiots as their own kind, because we all have something in common: knowing an idiot, having been or still being an idiot ourselves.
Results
- 7 million impressions
- 10,000+ official idiot rescuers in 14 days (for comparison, the Red Cross has achieved approx. 34,000 in 105 years)
- Denmark's fastest growing aid organization
- 326,000 unique visitors to the campaign site
- 88% AD liking in the target group
- 675,000 Danes (corresponding to 45% of the target group) changed their behavior on New Year's Eve as a result of the campaign
