Eurobest
FORSMAN & BODENFORS, Gothenburg / GEN-PEP / 2017
Overview
Entries
Credits
Background
The Swedish health organisation GEN-PEP [Generation PEP]
wanted to create awareness about one of the greatest public
health problems of the 21st century: physical inactivity. The so-
called welfare disease is spreading rapidly around the globe and is
now one of the world’s most common causes of death. The
primary aim was to get as much editorial coverage by major
publications on a national and global level as possible.
Description
Sweden is today one of Europe's most sedentary countries and if we don’t act now, the consequences will be severe in the future. This so-called welfare disease is spreading rapidly around the globe and is now one of the world’s most common causes of death. And
along with unhealthy eating habits, the underlying reason why more people today in the world die from complications related to obesity and overweight than starvation. To get the message through we reached out to Professor Stephen Hawking, by many
considered the smartest man alive, and according to us, someone who truly has a say on this matter.
Execution
The PSA was first launched with Swedish leading publication
Aftonbladet, guaranteeing national attention. On the same day,
Professor Stephen Hawking shared the film on his Facebook page,
which helped the film and the message resonate on a global level
though contacted influencers, resulting in global coverage of GEN-
PEP’s message by top tier publications e.g. Daily Mail, Huffington
Post UK and US and The Telegraph.
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