With the campaign #ajewelforarefugee, NOAS encouraged Norwegians to donate their own, personal jewelry to show their support for the refugees. By using social media they could post photos of their jewelry and tell the story behind how they got it and why they now wanted to donate it.

While we knew that the action of giving away something precious was a high threshold, the feeling of just imagening it, would make people feel as if they were in the refugees shoes - even for just a moment. And that would be a very powerful message.

The donated jewelry was finally put on display with their stories on a grand exhibition and auctioned off for the cause.

We launched the film of the celebrities on Facebook and then encouraged our ambassadors to share it - getting as much organic reach in social media as possible.

Since we wanted to reach the general population, spokespersons from different communities became very crucial for the campaign to get noticed.

We worked closely with the media and gave them new angles so we could spread the campaign as widely as possible. When the case exploded on social media, it became a story in itself. And when new important people donated their jewelery, we provided the media with multiple stories and angles. By doing so, NOAS made it onto live broadcasts, TV debates and got covered in all the countrys newspapers columns. The extensive attention was the result of systematic media management.

The debate became more human and resonated on a personal level. And with our own platforms as well as with all the media coverage, we managed to reach almost 30% of the Norwegian population.

NOAS got fronted in all the big national medias in Norway and became established as an expert on the field.

The Norwegian Organisation for Asylum Seekers (NOAS) are experts on the refugee debate and wanted to address their concern about the Norwegian governments harsh law proposals, but had a hard time being noticed in the media as more well-known organisations got the spotlight.

Without any media spend, by using PR and influencers we made NOAS heard and Norwegians took a stand up against the proposed bills.

We used Norwegian celebrities which gave away their own jewelry, in order to get national media on the case for the launch. The celebrities encouraged people to do the same and by doing so, also taking a stand against the bills proposed.

While famous politicians, comedians, actors and musicians which donated jewlery got massive press coverage, we also made common Norwegians heroes by following up and sharing their stories on our own platforms and to media. Even bishops and mayors wanted to contribute by giving their dearest possessions away due to the importance of the case.

Denmark had introduced the so-called “jewelry law”, a law that enables the government to seize jewelry and valuables from the refugees. The law got massive attention in Norway, especially when the Norwegian government followed up by proposing bills that was even stricter.

NOAS wanted to address their concern about this, but had a hard time being noticed in the media as more well-known organisations got the spotlight.

The brief was to make NOAS heard without any media spending, and encourage Norwegians to stand up against the proposed bills.