By interpreting a previous schampoo ad we created a hair-raising message that still echoes around the world. Since October, the PR-driven film has had over 8,8 million views without a single euro in media/seeding budget. After seven days it had been viewed in 217 countries and it became the clip with the highest amount of views on Swedish Youtube. Hundreds of media outlets have reported, including The Guardian, Vanity Fair, The Huffington Post and The Independent. Resulting in an estimated PR value of 3,5 million euros. But most importantly, donations increased by 900%. Without a single euro in media budget. After hundreds of requests for the specially written music, we have now released "Linn's Theme" in a full-length version on Spotify. Each time the song is played money is donated to the Swedish Childhood Cancer Foundation.

1. Increase donations during October with 100%

2. Increase brand awareness

3. Raise childhood cancer awareness in Sweden

Since October, the film has had over 8,8 million views. After seven days it had been viewed in 217 countries and it became the clip with the highest amount of views on Swedish YouTube. Hundreds of media outlets have reported, including The Guardian, Vanity Fair, The Huffington Post and The Independent. Resulting in an estimated PR value of 3,5 million euros. But most importantly, donations increased by 900%. Without a single euro in media or seeding budget. After hundreds of requests for the specially written music, we have now released "Linn's Theme" in a full-length version on Spotify. Each time the song is played money is donated to the Swedish Child Cancer Foundation.

With 0 euros in media or seeding budget we needed a detailed and clear PR strategy. Initially we worked exclusively with international press processing. By becoming publicized in foreign press our theory was that the Swedish media would follow with the best media angle possible. Thus, the film was given a title and subtitle in English. We approached international journalists and media that had previously reported about the shampoo ad, but also other viral campaigns. It had an immediate effect with articles in The Guardian, Vanity Fair, The Huffington Post and The Independent. Shortly after Sweden’s biggest newspapers Aftonbladet, Expressen and Metro reported about the campaign.

Childhood cancer research is vastly and consistently underfunded. The time of year when we launched the campaign (mid-October) is also a period where The Swedish Child Cancer Foundation see a rapid decrease in donations. At the same time, competing charity organizations begin to mobilize before the most important period in terms of donations – Christmas. The Swedish Child Cancer Foundation saw an urge to increase donations, increase brand awareness and position themselves before Christmas.

The Swedish Childhood Cancer Foundation is a well-known non-profit organisation dedicated to collecting money to prevent and combat cancer diseases in children. The strategy behind this campaign was to interpret a previous pharmacy ad for shampoo.

Our primary target audience was the 1,2 million metro commuters in Stockholm. The secondary target audience was the rest of the Swedish population.