Aller Media AS
Karvesvingen 1, 0579 Oslo
Tel: +47 21 30 10 00
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Org.nr. NO 910 119
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The solution was a pill
With gripping storytelling and unique sponsorship, the campaign reached an all-time high nine times and changed Norwegians' attitudes to painkillers.
- The Aller team shows time and time again that they have a solid grasp of our topics, which are often serious and affect many people. The topics are very well suited to the way Aller dresses up the stories, with strong personal stories that people can relate to," says Øystein Tveite, communications advisor at the Norwegian Directorate of Health.
He says that their topics are so difficult that it requires both sensitivity and care for those who share their stories. And he believes the Aller team does just that.
Henriette Skådinn, client director at Mindshare Norway, also boasts about their collaboration with Aller Media and the Norwegian Directorate of Health.
- The collaboration with Aller Media has created results based on solid trust, genuine commitment and the ability to find new, good solutions for the customer's challenges together. We are extremely grateful and proud of this collaboration, which has been built over time. We create success together, and this case is an example of this," says Skådinn.
Overuse of addictive drugs
About 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 women.
The goals were therefore to
INCREASE AWARENESS and KNOWLEDGE about medicines, with a special focus on WOMEN 30+
Communicate WITH ADULTS about the risk of addiction
SPREAD KNOWLEDGE about alternatives to drug-based pain management
Communicate TO YOUTH and THEIR PARENTS about careful use of painkillers
- 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 providing information about alternative treatment methods," says Linn Berg Skjeseth, Strategic Group Account Manager at Aller Media.
The campaign went 9 times "all time high", and the numbers speak for themselves!
818,009 page views,176% above benchmark
15,212 hours of reading time
13% Quick Exit over 8 weeks
But most importantly
1 in 3 (above) have become more aware of the dangers of long-term drug use.
1 in 4 have learned about what it is like to have excessive drug use.
1 in 5 have learned about alternative treatments for managing pain and ailments.
1 in 8 have changed their perception of non-prescription medicines.
"The Norwegian Directorate of Health is not selling anything, and clicks are only the first step towards what we want to achieve. We are not asking for little. We're asking people to take on board a pretty serious message and take action that costs the individual a lot. We ask people to forsake things in life they enjoy (or find comfort and relief). We ask people to embark on an often demanding journey towards a new and better life. The emotional component is crucial. We know that dry and sober knowledge doesn't work."
- Øystein Tveite.
