Jarfalla Tjejjour Promo, Case study BROTHEL IN ALMEDALEN by GyroHSR

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Industry Public awareness
Media Promo & PR, Case study
Market Sweden
Agency GyroHSR
Art Director Mats Wallin
Copywriter Mats Gardmo
Released September 2012

Credits & Description

Category: Charity and Not for Profit
Account Director: Christina Gillberg (GyroHSR)
Account Manager: Henrik Nordgren (GyroHSR)
Art Director: Mats Wallin (GyroHSR)
Copywriter: Mats Gardmo (GyroHSR)
Planner: Olle Svensson (GyroHSR)
Digital Director: Emanuel Lantz (GyroHSR)
Digital Art Director: Lina Mehlqvist (GyroHSR)
Flash Developer: Jonas Hanström (GyroHSR)
Art Designer: Totte Kindberg (GyroHSR)
: Axel Lagerbielke (Spotlight PR)
: Elsa Höök (Spotlight PR)
Media placement: Newspaper Ads - Dagens Nyheter "DN" - 3 July 2010
Media placement: Newspaper Ads - Dagens Nyheter "DN" - 4 July 2010
Media placement: Newspaper - Svenska Dagbladet "SVD" - 4 July 2010
Media placement: Newspaper - Svenska Dagbladet "SVD" - 10 July 2010
Media placement: Newspaper - Göteborgs Posten "GP" - 11 July 2010

Summary of the Campaign
How do you turn people against prostitution? We started by opening a brothel?

Worried that Sweden’s tough anti-prostitution law was losing popular support, Järfälla Tjejjour, a small Stockholm-based women’s support group, wanted to reverse the trend. So we created a sensational solution – building a brothel at Sweden’s political and media event of the year. A massive 93% of resulting coverage (which included a live debate on Sweden’s biggest TV channel) was positive or neutral, against a goal of 51%. And subsequently, support for the sex law among Swedes increased by 28% (target 10%), while the proportion opposed went down from 18.2% to 13%.

The Situation
Despite the fact that Swedish law prohibits paying for sex, surveys show that as many as 43% of men don’t see anything wrong with it.

Such a view ignores the real violence, exploitation and misery underlying the sex industry. With a budget of only €90,000, Järfälla Tjejjour challenged us to grab the nation’s attention and start as big a debate as possible on the issue. By dragging the truth about prostitution into the open, they wanted to reduce demand and increase respect for the current law.

The Goal
We conducted in-depth research on current Swedish attitudes to sex and prostitution. Among the findings was the fact that over 25% of Swedish men wanted to abolish the anti-prostitution law completely. Faced with this, we defined our objective as increasing support for the law by 10%.

On such a limited budget, this could only be done by provoking a true media storm. So our primary target was the nation’s journalists, politicians and commentators – the people who shape the social conversation. We aimed for at least 51% of publicity generated to be neutral or supportive of our message.

The Strategy
Every year, Sweden’s opinion formers meet at the Almedalen Political Week to exchange ideas in an intense media glare.

We identified Almedalen Week 2010 as the perfect arena for provoking a debate on the sex industry. Our strategy was to create something that would turn everyone’s heads – directly challenging complacency and putting the trade at the top of the agenda.

So in the centre of Almedalen, we built a brothel – literally.

We built the Brothel and erected high-visibility signage proclaiming the building’s purpose, inviting people inside. The message was "Welcome, sex purchasers and opponents of the sex laws – make yourselves at home."

During the Almedalen Week, there was a tidal wave of reaction around the Brothel.
The national media turned up outside the Brothel to report, comment & conduct interviews.
Opponents of the law indignantly attacked it and its message.
A debate broke out – and media reported all about it.

As part of our strategy we offered Sweden’s biggest TV channel, SVT, exclusive access to our research findings. This led to a major PR coup, 'Debatt', a discussion-TV-programme, dedicated to the Brothel & the issues it raised.

We advertised in Sweden’s three largest newspapers; created a Facebook group with more than 600 fans; & invited people to watch live webcam transmissions from inside the brothel - over 2,500 viewers.

Documented Results
We succeeded in igniting the issue, the result was 100% real.
At Almedalen Week, in a field of 800 organisations and 1,400 events, we won the Media Power Factor award.

Beyond Almedalen the brothel created a phenomenal national controversy. Leading politicians and opinion-formers to publicly debate the issues involved.

In total there were 44 reports on the Brothel in print, radio and TV. Their PR value was estimated by MediaPilot as €747,000 – over 8 times the budget.

Overwhelmingly 93% coverage of articles was positive or neutral, against a goal of 51%.
Our clients Järfälla Tjejjour were the headline’s talk of the town by the national media and internet.

After the unprecedented debate, Swedes with a positive view of the Sex Purchase Act increased – not by the targeted 10%, but by 28%. And whereas 18.2% of the population had previously opposed the law, this was now down to just 13%.