Teens in Norway live their lives through their smartphones. It’s where they are at their most private, and also where they create their public figure. In other words, the smartphones is where they experience things that happen in their lives.

So to communicate a message that would feel real and relatable to the target group, the smartphone became the idea.

We made films, which fill up your mobile screen automatically, so you’re able to experience first hand someone’s private thoughts, actions and social dilemmas. The stories are exclusively told through what happens on the interface of the main characters smartphone. This way the stories are told in the exact same way the target group experiences their issues all the time.

The campaign started 27.02.17 with the film about sexual orientation, followed by a film about body issues 03.03.17. Both films were posted as sponsored Facebook posts and on the Norwegian Red Cross’ Facebook page.

On Facebook, we reached 73% of our target group (consisting of 140k Facebook members). 63% of them engaged in the posts and spread it on to an additional 333K impressions. Red Cross achieved a 145% increase in number of users. That is an all time high.