HJÄRT-LUNGFONDEN – A matter of life and death

Swedish Heart & Lung Foundation, a brand with loads of heritage, came to us to strengthen their image and increase donations. We created a matter-of-life-and-death-strategy to boost urgency, made their visual appearance sharper and messaging more emotionally focused: You don’t think it will happen, but it happens every hour. Since a Swede suffers a cardiac arrest or stroke every hour. The hopeful life part is distilled into ”Time to live” (Tid att leva) since patients have prolonged their lives with 12 years on average thanks to research and donations.

Results: The campaign got 75% recall with 81% stating the correct brand. People rate the commercials as 76% good and 4% bad. Do they move the audience? 10% say no, 63% yes. Are they unique? 9% say no, 56% yes. Bottom line? Donations in 2018 were up 17% and in 2019 with 16%.

What we learned: Talking about death can actually make people appreciate life. When introducing new concepts, create a big bang, don’t use baby steps. Salience and messaging that clarifies why people should donate is underestimated in this category.
Production company: Social Club. Director: Henrik Lagercrantz

HJÄRT-LUNGFONDEN – A matter of life and death

Swedish Heart & Lung Foundation, a brand with loads of heritage, came to us to strengthen their image and increase donations. We created a matter-of-life-and-death-strategy to boost urgency, made their visual appearance sharper and messaging more emotionally focused: You don’t think it will happen, but it happens every hour. Since a Swede suffers a cardiac arrest or stroke every hour. The hopeful life part is distilled into ”Time to live” (Tid att leva) since patients have prolonged their lives with 12 years on average thanks to research and donations.

Results: The campaign got 75% recall with 81% stating the correct brand. People rate the commercials as 76% good and 4% bad. Do they move the audience? 10% say no, 63% yes. Are they unique? 9% say no, 56% yes. Bottom line? Donations in 2018 were up 17% and in 2019 with 16%.

What we learned: Talking about death can actually make people appreciate life. When introducing new concepts, create a big bang, don’t use baby steps. Salience and messaging that clarifies why people should donate is underestimated in this category.
Production company: Social Club. Director: Henrik Lagercrantz