The client:

Norwegian Church Aid (NCA) struggles together with people and organisations across the world to eradicate poverty and injustice. Their work is carried out with no intention of influencing people's religious affiliation.

The campaign:

NCA want Norway to invest a larger portion of the oil fund in poor countries. 600 million people are without proper jobs and Norway only invest 1% of the oil fund where it is needed the most. Our goal was to influence the government in the wake of the general election, while the new government declaration was being formulated.

So we introduced Mr. Nickens: Alarm clock enthusiast and shop owner. His problem is simple: people in his community don't have jobs to wake up to. To make a change he decides to send a wake-up call to those who can to something about it, but he needs your help. The film and campaign site, www.sendenvekker.no, became a tool for collecting wake up calls. And real physical alarm clocks were handed out, through the campaign site, to central Norwegian politicians during the governmental negotiations.

The campaign had a conversion rate of 25% and thousands of wake-up calls were sent, but most importantly, in their governmental declaration the new government promise to increase Norway's investments in poor countries:

"The government will establish an investment programme (…) dedicated to making investments in sustainable companies and projects in poor countries."

Key PR-elements:

- The story about Mr. Nickens

- Handing out alarm clocks to central Norwegian politicians during the governmental negotiations

We launched the campaign about Mr. Nickens as the new Norwegian government met to discuss their government declaration a week after the parliament elections. The negotiations were scheduled to last for approximately three weeks, and naturally so was our campaign.

The film and campaign site, www.sendenvekker.no, became a tool for the public to help Mr. Nickens in the campaign to send the new government wake-up calls. We spread the film through social media, got chronicles in nationwide newspapers concerning the campaign issue to link the campaign site, handed out real physical alarm clocks to central Norwegian politicians during the governmental negotiations and got nationwide media to cover the event.

- Conversion rate on campaign site: 25% (15% more than expected)

- Wake-up calls sent: 13 485 (20% more than expected)

- Campaign site got more than 5600 likes (500% more than expected)

- Campaign film about "Mr. Nickens" got more than 70 000 views (30% more than expected)

- Most importantly: In their governmental declaration the new government promise to increase Norway's investments in poor countries: "The government will establish an investment programme (…) dedicated to making investments in sustainable companies and projects in poor countries."