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Swedish Armed Forces - "Who Cares" - DDB Worldwide Inc.

  • Who Cares
  • Swedish Armed Forces
  • Swedish Armed Forces
  • DDB Worldwide Inc.
  • Sweden
  • Who Cares?
Product CategoryGovernment & Other Authorities
Date of First Broadcast/Publication2012
Media TypeSocial Media
Length174 Seconds

Story

A person was locked up in a small bunker in the center of Stockholm. He was prepared to sit there until someone took his place. Every hour, the door opened. If someone was there, he was free, if not he had to wait for another hour.

Concept

A person was locked up in a small bunker in the center of Stockholm. He was prepared to sit there until someone took his place. Every hour, the door opened. If someone was there, he was free, if not he had to wait for another hour. 

Problem

In a time when the easiest way for people to express themselves and showwhat they care about is through social media, how do you attract young people to an occupation where you would have to give up your own comfort for others?

Result

During the total of 89 hours, 74 people sacrificed their own freedom for someone they'd never met. In fact, people travelled across the country to participate. In four days, the campaign site had over 100,000 visitors. The results were impressive, as the initial target of 4,300 applications more than doubled to 9,930 applications.