Aller Media finalist in INMA Global!

- A day of jubilation, says Asbjørn Halvorsen, content manager at Aller Media.

As Norway's only Norwegian media house, Aller Media has been selected for the final round in the category "Most Creative use of Advertising Formats National" for the content case "Light in the Darkness - Suicide Prevention in the North"

This is a campaign that is based on the high suicide rates in Norway, especially among men (7 out of 10 suicides are committed by men). The focus of the campaign is to create increased openness, knowledge and understanding about suicidal thoughts. The key point is this: Talk about suicidal thoughts – it can save lives.

- Of all the good work we have created over the past year, it is this campaign that has made the biggest impression on me. The fact that we are an editor-controlled media house makes the credibility and strength of the communication unique, says Commercial Director at Aller Chris Tallerås Steen.

The campaign for the Norwegian Directorate of Health was created in collaboration with Mindshare, ran in the spring of 2024 and won silver in the Media Award that same year.

It was aimed particularly at men and the Sami population in the north. At the heart of the campaign are three men who openly talk about their own experiences with suicidal thoughts.

The results are outstanding – 9 out of 10 have gained an increased understanding of the value of talking about suicidal thoughts.

- This is important and life-saving communication work, and the fact that this is being highlighted and recognized in the world's largest media forum makes me proud and happy, says Asbjørn Halvorsen.

286 media houses from 49 countries have submitted 839 entries for the INMA Global Media Awards 2025.

- Suicide prevention is one of the most demanding things we work on at the Directorate of Health. We have never achieved as much as we have with this campaign. The media, media agencies and professional communities have had a unique and close collaboration. This has yielded results we did not think were possible, says Øystein Tveite, senior advisor at the Directorate of Health.

Customer Director Henriette Skådinn at Mindshare is delighted with the final place:

- This campaign proves the value of collaboration where agency, client and media work towards the same goal with clear KPIs, and with a real commitment to the job to be done. The solutions used in the storytelling have been created together with one goal in mind; to convey hope and knowledge that saves lives, says Skådinn.

The winners will be announced at the INMA Congress in New York on May 22nd.