Directorate of Health wins Aller Best Q4

Name: Feed Oslo
Price range: $

With storytelling and unique sponsorship, the campaign struck a chord with the population and changed Norwegians' attitudes to painkillers. The campaign reached an all-time high nine times.

Approximately 60,000 Norwegians have persistent use of opioids. Figures from the prescription register show that around 1.2 million Norwegians filled at least one prescription for an addictive drug from a pharmacy in 2020.

The trend is clear. Heroin overdoses are declining, while overdose deaths caused by prescription drugs are increasing. Overuse of painkillers has now become a major social problem, especially among adult women.

And did you know that

- Suicide and self-harm with non-prescription drugs has increased, especially among young women?

- Painkillers have become a matter of course in your bag, and that more people are taking them for anxiety, stress and insomnia?

The goals were therefore to raise awareness and knowledge about drugs and the risk of addiction, and to spread knowledge about alternatives to drug-based pain management.

- The content team, led by Tor Erik Sollid and Gorm Andresen, wanted to create content that not only informed, but also inspired readers to reflect on their own medication use. "It was an important balance between respecting those who need pain relief for chronic pain, while at the same time informing about alternative treatment methods," says Linn Berg Skjeseth, Strategic Group Account Manager at Aller Media.

The strategy was to use gripping storytelling through three unique articles, combined with a unique sponsorship race.

- The Norwegian Directorate of Health has worked a lot with content over the past four or five years. The way Aller Media dresses things up suits our messages very well, which often need breadth, depth and an emotional "touch" that touches and makes people click, read and relate to the content," says Øystein Tveite, Communications Advisor at the Norwegian Directorate of Health.

Result

The campaign was an all-time high, and the numbers speak for themselves!

818,009 page views, 176% above benchmark

15,212 hours of reading time

1 in 3 have become more aware of the dangers of long-term drug use.

- "The campaign struck a nerve with the population. The fact that it delivers such exceptional results on all media targets over time means that people have a very high interest in the message and the learning in the cases," says Linn Berg Skjeseth.