The restrictions or regulations around branded entertainment in Greenland are almost non-existent as are examples of actual branded content from Greenland.

In this public campaign, we used the only TV channel in Greenland, KNR, as an outlet, and they have no current rules regulating branded content either. The Department of Family and Justice in Greenland imposed the regulations we worked with, and expressed a wish that we did not mention domestic violence or the fact that it was a public campaign, due to the confidence in public communication.

Before we could even begin to propose an entirely different take on a public campaign, we had to raise funding – to double the initial budget. Because of the general mistrust in authority among the young target group we had to disguise education. We chose to do so in a series of episodes, where three couples were isolated on an island with a well-known Greenlandic TV host and a couples-therapist. Everything was documented and edited into episodes that aired on the only TV channel in Greenland. Following the episodes were a Facebook page with an online dilemma quiz to teach couples the value of – and the road to – a healthy relationship. In the end, the effort was taken into schools as a part of the national curriculum – again disguising education as reality-TV.

As the only accessible entertainment outlet in Greenland, KNR has a clear advantage – drawing in an entertainment hungry generation. Working with trailers on TV, a very public casting process and a Facebook page drawing attention to “Greenland’s first reality TV show” we created a solid following to start a conversation with – even before the first episode aired.

The campaign goal was to create positive role models for an entire youth culture and make them noticed, and thereby inform about the values of a good relationship without domestic violence. Almost the entire target group saw at least one episode of the show and over 80% of respondents said that they had talked to others about the content of the programs. The entire target group interacted with the project’s social media channels and 60% even tried the couples-exercises from the show with their significant other. But most importantly: 60% of the target group is now concerned about being in a good relationship.

Aappariippugut?! is the first reality TV-show to use its powers for good.

With the reality-genre as a starting point, we created a series of edutainment-programs, where the purpose was to create positive role models for young couples in Greenland, and to teach them how to grow their relationship – to subconsciously educate them on how to avoid domestic violence.

The episodes aired both online and Greenland’s only TV-channel KNR as a part of their regular prime-time programming. Video content including special behind-the-scenes-content was a part of their special Facebook entertainment as well.