CLIENT
Hyresgästföreningen
BACKGROUND
In Stockholm, 67,000 young people involuntarily live at home with their parents. Every third person has lost faith in ever getting an own apartment and many are reluctant to start a family because of it. The road to a home is also often lined with sexual suggestions, usury and other unreasonableness. We wanted to reveal the reality behind the numbers by collecting stories in the housing market from young persons.
CREATIVE SOLUTION
The campaign began with messages taken from what we already knew about young people's situations in outdoor advertising and social media. And a call to help "stop the housing chaos" by contributing with own experiences.
An insight was also that young people get the greatest impression from peers, not institutions. We therefore introduced Ola, a young and committed person with his own experiences trying to find housing in Stockholm. In a number of films on social media, Ola dramatized common feelings and problems in the search for housing.
All the stories were published on a campaign site. With the help of these, we got more strong messages to use in further communication.
RESULTS
The campaign had a big impact with 60% of the audience seeing it. We received 1,000 stories and 50,000 comments and shares from the difficult-to-flirt-with young audience. New young members to Hyresgästföreningen also increased by as much as 500%.
MY ROLE
Art Director
AGENCY
Det
AWARDS
Gold, Guldnyckeln, Community service, education and non-profit
Gold, Swedish Content Awards, Non-profit organizations
Silver, Guldnyckeln, Best data inspiring campaign
Silver, Swedish Content Awards, Effect & Engagement
Shortlist, 100-wattaren, Non-profit & charity
Diploma, Strategy Awards, Opinion
