The Directorate of Health wins Aller Best Q3

In 2023, 693 people took their own lives in Norway. About two-thirds of those who chose to end their lives were men. The development is bleak, because there are 70 more than the previous year.

We know that openness is the key to change. That someone doesn't have to go alone with thoughts that are so painful that they become unbearable. The most important thing this campaign could do was save someone's life.

With this campaign, the Directorate of Health wanted to target the Northern Norwegian and Sami population, where matcho culture is strong and suicide is taboo. In addition, the northern regions are largely characterized by negative attitudes towards the state.

- Suicide is the most demanding thing you can work with. At the same time, it is such an important topic to highlight and promote. Unfortunately, most of us know someone who has taken their own life. Here, through a close and unique collaboration with the Norwegian Directorate of Health and Mindshare, we have created a campaign where we have managed to balance the dark and difficult with creating hope and giving readers a light in the darkness. This has yielded results far beyond expectations , says Anniken Elvik, Strategic Group Account Manager at Aller Media.

The goal of the campaign was

To increase knowledge, understanding and openness about suicidal thoughts.

To get more people who need it, or know someone who needs it, to seek help.

To reach the northern Norwegian and Sami population.

Getting men on board (7 out of 10 suicides are committed by men).

To offer keys to life mastery and bring hope.

- The degree of difficulty in reaching out is high, and requires both sensitivity, professional cleverness and the courage to dare to break taboos, says Ragnhild Høgseth, RVTS Nord.

Strong human encounters!

Real people with real stories are what Aller Media is best at, and we know that gives readers high relevance and credibility. We therefore chose to meet people at home: three men who live close to the reality and nature of northern Norway, who bravely shared their stories of suicidal thoughts.

With cleverness and sensitivity, photographer Thomas Rasmus Skaug and content producer Tor Erik Sollid got close encounters and unique insights into the thoughts and lives of Nils Arne, Torgrim and Magnus.

What did we do?

The strong meetings formed the basis for three articles that turned into a mini documentary series. We also made history.

For the first time in Dagbladet's 155-year history, all articles were published in Norwegian Bokmål, Northern Sami, Southern Sami and Lule Sami, which has created enormous attention and excitement both within and outside the target group.

The campaign had wide distribution on Aller Media's sites, and both full screen, double full screen and social media with segmentation were used to spread the message. In addition, the campaign appeared in print.