To make the issue relevant and get attention, we decided to focus the message on the simple actions parents can take to prevent their children from developing asthma or allergy. To really make a mark we used an edgy, on the verge of provoking, tone of voice and dramatization. This is an awareness campaign - and it was more important for LHL to make the target audience aware of the issue than to be "liked" by them.

The core idea was to really emphasise for parents that cute, dusty stuffed animals actually could be very dangerous – but also letting them now there is a simple solution to the problem.

LHL is a charitable organization with limited funds. Due to this we couldn’t just buy the large reach we needed, but we had to rely on getting some earned media and people spreading our message for us. The key was an edgy message and execution that was so provoking that it would be picked up by media outlets. The campaign period lasted only 2 weeks, and Facebook and boards were the only paid channels.

Thanks to a wide cover of the campaign and spreads in social media we had great PR value. The campaign had a reach of 642 million people all around the world. The media value is 5,9 million USD - with a total media spending of 9800 USD.

Amongst those covering the campaign were the largest Norwegian newspapers (VG, Dagbladet, Aftenposten) and tv-stations (NRK, TV2) covered the campaign. Internationally it was well covered in whole of Europe, Japan, Australia and US. Just to mention a few sources, the campaign was covered by The Independent, Mirror, Metro, and Newsweek.

When posting the image on our Facebook page we had a reach of 41000+, with a total media spending of 285 USD. That gives a cost per reach at 0.01 USD.