The Swedish Armed Forces 'Who Cares?' Campaign Makes a Statement
Courtney Scharf — May 10, 2012 — Marketing
References: adverblog
In an intensive and media-saturated campaign, the Swedish Armed Forces has approached recruiting in a provocative new way.
Seeking to make a statement about the population's lack of social interaction, the 'Who Cares?' campaign featured and streamed a video of a man who was isolated to a room in central Stockholm. Though viewers of the site could see the man, people could not help him with a virtual Like, a Tweet, nor a Share. In order to help the man, viewers would have to personally show up to the location and elect to take his place. The results of the media-heavy publicity stunt were surprisingly encouraging; 74 people from around Sweden volunteered to sacrifice their own comfort for their fellow citizens.
The controversial campaign not only had a happy ending, but showed that despite an increasingly disconnected social landscape, individuals are still willing to do what it takes to make a difference. Carefully crafted and in tune with concerns of ever-changing communication among people, the Swedish Armed Forces have done an exceptional job with this recruitment campaign.
Seeking to make a statement about the population's lack of social interaction, the 'Who Cares?' campaign featured and streamed a video of a man who was isolated to a room in central Stockholm. Though viewers of the site could see the man, people could not help him with a virtual Like, a Tweet, nor a Share. In order to help the man, viewers would have to personally show up to the location and elect to take his place. The results of the media-heavy publicity stunt were surprisingly encouraging; 74 people from around Sweden volunteered to sacrifice their own comfort for their fellow citizens.
The controversial campaign not only had a happy ending, but showed that despite an increasingly disconnected social landscape, individuals are still willing to do what it takes to make a difference. Carefully crafted and in tune with concerns of ever-changing communication among people, the Swedish Armed Forces have done an exceptional job with this recruitment campaign.
Trend Themes
1. Interactive Recruitment Campaigns - Organizations can develop provocative and media-saturated campaigns, like the 'Who Cares?' campaign, to showcase their unique values and increase brand visibility.
2. Social-conscious Advertising - The 'Who Cares?' campaign highlights the prevalence of social disconnection and provides organizations with an opportunity to align their values with solutions to social issues.
3. Engaging Virtual Viewers - The 'Who Cares?' campaign capitalized on the prevalence of virtual viewers by providing an intriguing challenge that only physical participation could solve, providing new opportunities for virtual-to-physical interaction.
Industry Implications
1. Marketing and Advertising - The 'Who Cares?' campaign showcases the potential for innovative and socially conscious advertising campaigns that connect with people's values.
2. Recruiting and Staffing - Organizations can create interactive recruitment campaigns to showcase their culture, values, and align candidates with their mission.
3. Social and Community Services - Organizations in this industry can use interactive campaigns to promote their cause, increase public engagement, and provide opportunities for social connection and interaction.
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