- The most important campaign of the year!

- "This is definitely the most important campaign of the year," says Henriette Skådinn, Client Group Director at Mindshare.

On Thursday, October 24, Mediaforum's autumn conference was held in Oslo, where the Media Prize was also awarded. Prizes were awarded in four categories, as well as Best In Show, Honorary Award and Media Seller of the Year.

Together with the Norwegian Directorate of Health and Mindshare, Aller Media was nominated for the life-saving campaign "Lys i mørket - selvmordsforebygging i nord", for best media campaign.

It resulted in a well-deserved silver place.

- "We are really proud of the silver award and the collaboration with the Norwegian Directorate of Health and Mindshare. The jury makes the campaign even bigger and more important by lifting it up," says Asbjørn Halvorsen, content manager at Aller Media, and emphasizes:

- The heroes of the campaign are the three guys who talk about their own experiences of suicide. This award is for them, for their courage and openness. It saves lives!

Briefly about the campaign

In 2023, 693 people took their lives in Norway. The trend is bleak: 70 more than the year before. It affects us all.

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.

Three articles gave us an insight into the lives of three different men. For the first time in Dagbladet's 155-year history, all the articles were published in Norwegian Bokmål, North Sami, South Sami and Lule Sami, which has generated enormous attention and excitement both inside and outside the target group.

- This is work that we have really put our hearts into and that we are very proud of. When we can do something to save people's lives and health, it's very special," says Halvorsen.

The results of the campaign are causing a stir:

• 9 out of 10 have increased their understanding of suicidal thoughts.

• 89% say the campaign makes it clear that talking about suicidal thoughts can save lives.

- "Suicide prevention is one of the most demanding areas we work with at the Norwegian Directorate of Health," says senior advisor Øystein Tveite.

- "We have never hit the mark as well as we have with this campaign. The media, media agency and professional environment have worked together in a unique and close collaboration. It has produced results we didn't think were possible.