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The Norwegian Directorate of Health won Aller Best 2024
The “Light in the Dark” campaign - suicide prevention in the North, saved lives. It is also attracting attention in Norway and beyond the country's borders.
- We find it fascinating and exciting to work with such a difficult topic. The close and good collaboration with the Norwegian Directorate of Health and Mindshare means that we create communication solutions that attract attention in Norway and abroad. "Light in the Dark" wins gold in Aller Best, the same campaign is in the finals of INMA Global, the world's largest media awards that take place in May, says Asbjørn Halvorsen, Head of Content at Aller Media.
On April 3rd, the grand finale of the ninth edition of the Aller Best case competition was held. This is a competition that has gained a strong foothold in the industry, and the top spots are high on the list. In the hall at Eventhub sat seven very excited finalists - four quarter winners and three so-called “wild cards”, who throughout 2024 distinguished themselves with unique results in different ways.
The victory went to the Norwegian Directorate of Health, which also won last year's Aller Best.
See the pictures from the party below.
- I would like to thank Aller Media and Mindshare for managing to bring about this demanding topic, which we have actually been afraid to tackle. It is so taboo and there are so many opinions. And it has gone so well, said Jakob Linhave, department director at the Norwegian Directorate of Health from the stage after the victory.
- I have to share a story, Linhave continued. - We got an email from someone in Northern Norway who said, “I was thinking of taking my life on October 15th, but then I saw this campaign. And now I think there is hope.” It doesn't get any better than this.
Anniken Elvik, Strategic Group Account Manager at Aller Media, says that hope for those struggling with suicidal thoughts is the most important message in the campaign. She also wants to highlight photographer Rasmus Skaug and content producer Tor Erik Sollid who conveyed the stories.
"With cleverness and sensitivity, they have managed to highlight such an important topic. They tell the story of three men struggling with suicidal thoughts in a way that has created hope for others," says Elvik.
“This is a campaign that has made a deep impression on me and many others. A vitally important topic – and a top-class level of professionalism and collaboration.”
- Chris Tallerås Steen, commercial director at Aller Media.
The jury's reasoning
The jury emphasizes the ongoing communication work on the value of talking about suicidal thoughts, created by the Norwegian Directorate of Health, Mindshare and the fantastic team at Aller Concept Store.
The campaign has set a new standard for what is possible with good storytelling, and has achieved results that even the Norwegian Directorate of Health did not think were possible.
In addition to winning gold in Aller Best, “Lys i Mørket” won silver in the Media Award and is in the finals of INMA Global.
OTHER WINNERS
2nd place WICKED
This campaign created by UIP, Initiative and Sindre Hellkås has truly exceeded all goals and has outpaced giants like Snap, Meta and TikTok. Together, we ensured that almost 150,000 Norwegians went to the cinema – miles above the goal.
This year's silver in Aller Best went to UIP, Initiative and Sindre Hellkås!
3rd place MILO
This year's third place in Aller Best goes to a solid piece of attitude work carried out by Orkla, OMD and Lisbeth Langnes . Because after this fantastic 360 campaign in Aller Media, Norwegians have become a more enlightened people!
This year's third place in Aller Best went to Milo, Orkla, OMD and Lisbeth Langnes!
