The Directorate of Health won Aller Best 2023

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With real people's stories, the campaign made as many as 1 in 3 Norwegians more aware of the health risks of overuse of painkillers.

WINNERS IN THE VERY BEST: Representatives from Aller Media, the Norwegian Directorate of Health and Mindshare. Photo Thomas Rasmus Skaug

- I'm super excited! I'm super excited!

Linn Berg Skjeseth, Strategic Group Account Manager at Aller Media, is beaming because, together with the Norwegian Directorate of Health and Mindshare, she has just won the top prize in the Aller Best case competition. Ever since the results of the campaign were announced, she has been absolutely convinced that the case would win.

- The results we achieve with this campaign are so incomprehensibly good. It's a campaign that shows how incredibly well we work together at Aller Media. It's not just one person, but a whole team working together. And then you see the results of that.

- This is a topic that everyone cares about. We also see the importance of communicating this in the right way. And then it becomes a campaign like this one. A winning campaign," says Linn Berg Skjeseth.

VICTORY ROAR: Linn Berg Skjeseth made no secret of her feelings during the Aller Best awards ceremony. Congratulations!

On March 21, the stage was set for the grand final of the Aller Best for 2023 case competition. In the audience were seven very excited finalists - four quarterly winners and three "wild cards", who in various ways have distinguished themselves with unique results throughout 2023.

The win went to the Norwegian Directorate of Health, which used real stories from real people, storytelling and unique sponsorship to strike a chord with the population and change Norwegians' attitudes to painkillers.

The campaign reached nine times the all-time high, and you can watch the case film with the unique results below.

- I find that Aller delivers from the heart, and that they get carried away easily. We know that the topics we put on the agenda are important to people, and it's easier to create strong stories about them. This issue affects a lot of people, and it's therefore very difficult not to be affected by it. This is an award that you win," says Øystein Tveite, Communications Advisor at the Norwegian Directorate of Health.

Great atmosphere and good discussions at the winner's table :)

The jury's reasoning

In fact, today more Norwegians die from painkillers than from heroin overdoses. With this campaign, we have illuminated a dark room and set the agenda in the news. With the testimonies of real people, who talk openly and honestly about their own use and abuse, we have created a revival in the population, and made as many as 1 in 3 Norwegians more aware of the health damage caused by overuse. But most importantly, this campaign is saving lives.

A result of long-term collaboration and trust

Henriette Skådinn, Client Director at Mindshare Norway, says that the insight and power of Aller is part of the reason why the campaign reached the most important target group, namely young women. But just as important for the good results are trust and long-term collaboration.

- Overall, I think it's about the trust that is created through a long-term collaboration. We work with real people, and we have to trust that the team we work with will treat the subject matter in a dignified and professional manner. We know we can achieve this when we work with you at Aller Media," says Henriette Skådinn.