Majblomman Promo, Case study A NORMAL DAY by Sturm & Drang

Adsarchive » Promo , Case study » Majblomman » A NORMAL DAY

A NORMAL DAY

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Sweden
Agency Sturm & Drang
Art Director Bjorn Eklind
Copywriter Olof Gustafsson, Joseph Engman
Photographer Emil Filpsson
Released July 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: MAJBLOMMANS RIKSFÖRBUND
Product/Service: MAJBLOMMAN CHARITY
Agency: STURM & DRANG
Account Director: Joseph Engman (Sturm & Drang)
Art Director: Björn Eklind (Sturm & Drang)
Copywriter: Olof Gustafsson (Sturm & Drang)
Copywriter: Joseph Engman (Sturm & Drang)
Graphic Designer: Lisa Sandström (Sturm & Drang)
Final Art: Emil Filipsson (Sturm & Drang)
Photographer: Emil Filpsson (Sturm & Drang)
Media placement: Mailing - - 1 Of July 2011

Summary of the Campaign
Idea/Challenge:
The Mayflower Charity Foundation is Sweden’s largest child aid organisation. The organisation’s primary task is to help children in poor families, because, even in Sweden there is child poverty. However, the country’s politicians don’t talk about it very much.

For this reason, the Mayflower Charity wants to put the issue of child poverty on the political agenda.

Strategy/Implementation:
Last year, the Mayflower Charity received 56,200 requests for help from poor families. This is enough to fill a 154-page paperback, every day, all year round.
Therefore, we made one, which we sent to Sweden’s leading politicians.

Results:
The leader of the Social Democrat party and Sweden’s leading opposition politician, Håkan Juholt, devoted a great part of his first national TV broadcast to child
poverty. And during 2011 child poverty was one of his main issues.

The Situation
The Mayflower Charity Foundation is Sweden's largest child aid organisation. To collect money, Mayflower pins are sold by 100,000 schoolchildren every spring. The money goes to children in poor families in Sweden. Last year €4m was handed out.

Of course it is good that Majblomman raises as much money. But in fact it should be the politicians' job to raise money!
For this reason, the Mayflower Charity wanted to put the issue of child poverty on the political agenda.

The Goal
The Goal: To bring up the childpoverty issue on the agenda of politicians and to start a debate.

The target audience was Sweden's leading politicians.

The Strategy
The book was sent to politicians and journalist prior to Almedalen Week. During Almedalen Week, leading representatives of the political parties gather and discuss politics. To get attention you need to be very specific. To bring up the somewhat vague issue of Child poverty on the political agenda, we had to make it manageable. We did this by showing how great the need for help is by retelling the reality Majblomman meet every day. Last year, the Mayflower Charity received 56,200 request for contributions, which is equivalent to 154 requests per day. That's enough to fill a paperback every single day of the year. To illustrate how much this really is, we produced a book containing 1 day's requests.

Execution
We made a 154-page paperback which was sent to Sweden’s leading politicians. To get the best effect the book was distributed prior to Almedalen Week. During Almedalen Week, leading representatives of the political parties gather and discuss politics. The paperback was also handed out during the week.

Documented Results
The leader of the Social Democrat party and Sweden’s leading opposition politician, Håkan Juholt, devoted a great part of his first national TV broadcast to child poverty. For about 3 minutes of his speech he referred to the Mayflower paperback 'A Normal Day'.

And during 2011 child poverty was one of his main issues and also came up on the political agenda.